eprintid: 45162 rev_number: 4 eprint_status: archive userid: 23303 importid: 106 dir: disk0/00/04/51/62 datestamp: 2022-04-20 11:52:58 lastmod: 2022-04-20 11:52:58 status_changed: 2022-04-20 11:52:58 type: article metadata_visibility: show creators_name: Busca, Laurent creators_name: Grobert, Julien creators_name: Vellera, Cyrielle creators_id: Laurent.Busca@ut-capitole.fr creators_id: julien.grobert@ut-capitole.fr creators_id: cyrielle.vellera@ut-capitole.fr creators_idrefppn: 23539257X creators_idrefppn: 183410262 creators_affiliation: Toulouse School of Management creators_affiliation: Toulouse School of Management title: Effect of congruent scent diffusion on individual creative fluidity: Mental imagery instruction and iconic stimulus as possible moderators ispublished: pub subjects: subjects_GESTION abstract: This research explores the joint role of a diffusion of a scent congruent with the proposed product and two types of stimulation (instruction to imagine mentally and iconic stimulus) in order to improve the resulting individual creativity (in terms of fluidity or quantity of ideas generated). Through two experiments performed on 126 and 442 respondents, respectively, our results highlight the following: (1) the direct and positive effect of a diffusion of a scent congruent with the proposed product on the number of ideas generated. We find no support of mental imagery formation simplicity as a mediator of this relation; (2) the use of a mental imagery instruction reinforces the impact of a congruent scent on the number of ideas generated, whereas a pictorial stimulus does not play a moderating role in the relationship. The two types of stimuli therefore do not produce the same effects. The implications and managerial perspectives, limits and avenues for future research are further discussed. date: 2021-09 date_type: published id_number: https://doi.org/10.1111/caim.12443 faculty: gestion divisions: CRM language: en has_fulltext: FALSE doi: https://doi.org/10.1111/caim.12443 view_date_year: 2021 full_text_status: none publication: Creativity and Innovation Management volume: vol. 30 number: n° 3 pagerange: 511-522 refereed: TRUE issn: 0963-1690 oai_identifier: oai:tsm.fr:2821 harvester_local_overwrite: number harvester_local_overwrite: volume harvester_local_overwrite: date harvester_local_overwrite: pending harvester_local_overwrite: creators_idrefppn harvester_local_overwrite: creators_id oai_lastmod: 2022-04-19T15:44:52Z oai_set: tsm site: ut1 citation: Busca, Laurent , Grobert, Julien and Vellera, Cyrielle (2021) Effect of congruent scent diffusion on individual creative fluidity: Mental imagery instruction and iconic stimulus as possible moderators. Creativity and Innovation Management, vol. 30 (n° 3). pp. 511-522.