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Product creativity: conceptual model, measurement and characteristics

This study investigates the composition of product creativity by examining elements of consumer products from the consumer's perspective. This study presents a conceptual model of product creativity assessment within the context of the information processing model. A product creativity survey of 52 items, based on the Creative Product Analysis Matrix and the literature findings, was completed by 205 university students. Results of an exploratory and confirmatory factor analysis indicated six main product creativity dimensions and the percentages of the total variance accounted for by each dimension, which are: resolution (27%); emotion (9%); centrality (8%); importance (8%); desire (7%); and novelty (6%). Results of a stepwise regression indicated that these three product creativity dimensions (centrality, importance and desire) significantly predict customer satisfaction (40% of the explained variance) and purchasability (33% of the explained variance) of creative products. The study concludes with related implications to enhancing product creativity.