Joseph Priester

The phenomenon of creativity spans research topics across Marketing and Consumer Behavior. Interest in, and research on, creativity has grown over the past several decades. With this heightened attention comes the question of how best to conceptualize and measure creativity. This question is addressed by reviewing the conceptualizations and measures used in the psychological study of creativity. From this review we build a framework by which to analyze papers from the Journal of Consumer Research and the Journal of Marketing Research. Based upon this analysis, we provide recommendations and best practices for future research. Of particular importance, we recommend the use of convergent problem-solving tasks in combination with ratings of novelty and usefulness reported separately. Such measures allow one to distinguish between instances of effective-creativity (when an idea is both novel and useful) and instances of quasi-creativity (when an idea is novel but lacks usefulness). The importance of the framework to research and analysis beyond the experimental paradigm is discussed.

When,why, and how does interpersonal forgiveness occur? These questions have generated a wealth of findings, from which have emerged two broad theoretical perspectives by which to understand the forgiveness process. One perspective suggests that empathy underlies forgiveness,whereas the other suggests that motivated reasoning underlies forgiveness. Of note is that the two models have not been directly tested against one another. This
lack of comparison between the models represents an important barrier to a fuller and richer understanding of the nature of forgiveness. The present research addresses this gap. To provide a test of the two perspectives, we first synthesize and link prior research associated with motivated reasoning to advance a more general model of motivated reasoning. This model hypothesizes that relationship closeness leads to a desire to maintain
the relationship, this desire leads to motivated reasoning, and this motivation leads to interpersonal forgiveness. We then compare the relative ability of the two perspectives to predict forgiveness when controlling for one another. When estimated simultaneously, the model of motivated interpersonal forgiveness significantly predicts forgiveness, whereas the empathy model does not. The superiority of the model of motivated interpersonal forgiveness
replicates across three studies.

Disagreement exists as to the psychological processes underlying reports of evaluative judgments, with some theorists suggesting that attitudes can be retrieved and used to guide evaluative judgments, and others suggesting that such judgments are the result of construction, wherein evaluative judgments are constructed on the spot, and as needed. We propose the attitude strength moderation model, which predicts that evaluative judgments of an object associated with strong attitudes are often the result of retrieval processes, whereas the evaluative judgments associated with weak attitudes are often the result of construction processes. We examine these hypotheses in three experiments. The first and second experiments compare response latencies to sequential evaluative and attribute judgments. The third experiment uses eye-tracking. All three experiments provide support for the attitude strength moderation model.