Head versus Heart: The Effect of Objective versus Feelings-Based Mental Imagery on New Product Creativity KELLY B. HERD RAVI MEHTA Imagination visual mental imagery, a mental simulation process that involves imagining an end user interacting with an end product, has been proposed as an efficient strategy to incorporate end-user experiences during new product ideation. Consumer research finds that this strategy enhances overall product usefulness, but does not resolve whether and how this process may impact outcome original- ity. The present work delineates the imagination visual mental imagery construct and argues that such mental imagery can take two different routes—one that is more feelings-based (i.e., feelings-imagination), and one that is more objective (i.e., objective-imagination). Further, we propose that although these two approaches will equally benefit outcome usefulness, they will have differential im- pact on outcome originality. Across five studies, we demonstrate that adopting a feelings-imagination versus an objective-imagination approach induces higher empathic concern, enhancing cognitive flexibility, which leads to higher outcome originality. Theoretical and managerial implications are discussed. Keywords: creativity, innovation, new product ideation, empathic design, mental imagery, cognitive flexibility o develop creative and successful products, design- T ers—both professional and consumer—can take one Kelly B. Herd (
[email protected]) is an assistant professor of marketing at the School of Business, University of Connecticut, 2100 of many available strategies. They can survey potential or Hillside Road, Storrs, CT 06269. Ravi Mehta (
[email protected]) is an current end users and/or observe them interacting with a associate professor of business administration at the Gies College of product; however, both options are time-consuming and Business, University of Illinois at Urbana-Champaign, 350 Wohlers Hall, Champaign, IL 61820.