Metaphors and creativity: Direct, moderating, and mediating effects

Through five experiments, this research advances knowledge about the influence of metaphors on creative cognition by showing that perceiving images that carry metaphoric meaning can alter consumers' creativity. While the results of Experiment 1 reveal that positive metaphors representing ideas like “Thinking outside the box” increase creative output, Experiment 2 uncovers that a negative metaphor conveying “I am burnt out” decreases it. Experiment 3 shows that the metaphor–creativity link is moderated by analogical reasoning skills, and Experiments 4a and 4b reveal the mediating role of creative intent. In addition to implying that marketers can use metaphors to enhance consumers' creative feedback in areas like new product development, this research also makes important theoretical contributions by showing (1) that metaphors that are visually conveyed (in addition to tangible objects or physical exercises) can not only raise but also lower creative output, (2) that a unique cognitive skill alters the metaphor–creativity link, and (3) that consumers' creative intent contributes to that relationship.