신제품평가에 대한 창의적사고와 소비비전 인과관계 분석

Recent years have witnessed a steady increase creativity research in marketing, especially in the strategy literature (Andrews and Smith 1996; Im and Workman 2004; Moorman and Miner 1997). This study investigated the consumption vision and creative thinking role for new product evaluation to improve the success rate of new product. The results of the study showed that both flexibility perception and depth of narrative affects creative thinking. In other words, consumers need to provide a broad and deep range of ideas to solve their consumption problems for new product evaluation. It was found that creative thinking influenced the consumption vision. and It was found that creative thinking and consumption vision affected the evaluation of new products. Various product hierarchies are formed after various combinations of new product specific attributes and abstract criteria. and The consumer activates and simulates the consumption vision through the use, the use situation, and the use person, and evaluates the new product. Therefore, innovative new products should stimulate creative cognitive processes and consumption vision. To this end, various marketing communication strategies are needed to diversify the artistic visual, narrative, and story.