Abstract
Arranging furniture in a new empty room is a common creative decision-making activity that requires creative thinking and is characterised by a “trial and error” process. This paper reports results from two studies designed to explore consumers’ creativity in a desktop web-based virtual environment through a domain-specific task. The findings of study 1 highlighted differences in consumers' creative processes when exposed to different constraints in a consumption context (n = 30). Study 2 investigated the mediating roles of perceived sense of immersion and spatial presence in the relationship between individual creative ability and creative outcomes (n = 195). The findings regarding consumers' creative experience in the problem-solving process of 3D furniture arrangements are discussed using empirical evidence.
Keywords
Consumer creativity; Creative thinking; Furniture arrangement; 3D visualization
DOI
https://doi.org/10.21606/iasdr.2025.751
Citation
Wang, J., Ivanov, A.,and Tawira, L.(2025) Unleashing Consumer Creativity: Insights from a Furniture Arrangement Task, in Chang, C.-Y., and Hsu, Y. (eds.), IASDR 2025: Design Next, 02-05 December, Taiwan. https://doi.org/10.21606/iasdr.2025.751
Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License
Conference Track
Track 5 - Design Thinking
Unleashing Consumer Creativity: Insights from a Furniture Arrangement Task
Arranging furniture in a new empty room is a common creative decision-making activity that requires creative thinking and is characterised by a “trial and error” process. This paper reports results from two studies designed to explore consumers’ creativity in a desktop web-based virtual environment through a domain-specific task. The findings of study 1 highlighted differences in consumers' creative processes when exposed to different constraints in a consumption context (n = 30). Study 2 investigated the mediating roles of perceived sense of immersion and spatial presence in the relationship between individual creative ability and creative outcomes (n = 195). The findings regarding consumers' creative experience in the problem-solving process of 3D furniture arrangements are discussed using empirical evidence.