Sustainability context in creative brief personified: More ideas from consumers in crowd sourcing? The mediating role of mental transportation and moderating role of mental imagery ability
(R2022-111778)

AUTHORS

ADNAN MENDARES, Univ. Grenoble Alpes, Grenoble INP, CERAG, 38000 Grenoble France

ABSTRACT

Sustainable consumption can be promoted through integration of the consumers in co creation process. It can help them to think deeply about sustainability along with their own satisfaction of creative thirst. Though organizations and companies use this method regularly, there is less understanding on how to stimulate consumers in these type of campaigns. This article shows with a study (N=248) that, personification techniques included in creative briefs for sustainability context as a way to improve individual creativity during idea generation stage. It also gives an understanding of the mediating role of mental transportation and moderating role of mental imagery ability.