Disentangling audiences' reactions to creative content and creative packaging

This research addresses the tension of audiences often rejecting creative products despite creativity being foundational to organizational success. To better understand this issue, we take an abductive approach to disentangle the effects of creative content (how creative the core concept is) and creative packaging (how creatively the core concept is presented and visualized) while accounting for audiences' different expertise levels. Across two archival studies and a pre-registered experiment, we find that both experts and general audiences react positively to creative content. However, reactions to creative packaging display greater variability: on average, experts react positively whereas general audiences react negatively. We find no interaction between the two variables. We discuss the theoretical implications of these findings for the literature.