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How culture influences consumer creativity: A dual perspective of multiculturalism and loose-tight culture

Xiaozhi Huang,Siyuan Xiang,Xue Xi

Published 2022 in Current Psychology

ABSTRACT

In the context of globalization, consumers with multicultural experiences are increasingly involved in the process of value creation, yet there is a lack of understanding of how multiculturalism affects consumer creativity. Based on the dual perspectives of multiculturalism and loose-tight culture, this paper illustrates the mechanism of multicultural experience on consumer creativity and the moderating effect of loose-tight culture on this relationship. Two studies (a questionnaire study and an experimental study) were conducted to validate the theoretical model. The results revealed that multicultural experiences enhance consumer creativity, cognitive complexity mediates the relationship between the two, and loose-tight culture moderates the relationship between multicultural experiences and consumer creativity. The loose culture scenario has a positive enhancement effect, the tight culture scenario has a negative weakening effect, and the interaction between multicultural experiences and loose-tight culture affects consumer creativity through cognitive complexity. The results of this study provide a new perspective on the relationship between culture and consumer creativity, expanding the study of culture and consumer creativity from the cultural value dimension to the social norm dimension, enriching the research on creativity as a cognitive process at the consumer level, and providing guidance and reference for companies to better stimulate and utilize consumer creativity.

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