The value and importance of creativity has been well established in the business world. The effective fostering of creativity, however, remains a somewhat elusive goal for most organizations. Using the context of product design, we examine three factors that are likely to have an important...

We suggest that existing research does not fully recognize the potential importance of affective experience in consumer decision-making and judgment. The dominant view suggests that affective cues tend to have an impact on judgment primarily when consumers are either less motivated to be...

This paper describes research examining the similarities and differences in the effects of color across cultures. Consistent with the literature, Study 1a suggested that cultural differences in hue choice do emerge when there are clear, salient social norms prescribing appropriate color usage,...

Virtually every broadcast ad uses the voice of an announcer but, due to lack of guidance from the marketing literature, managers must rely on gut feel when choosing a voice. Drawing on research from psycholinguistics we identify three important voice characteristics, syllable speed, interphrase...