Incorporating cultural values for understanding the influence of perceived product creativity on intention to buy: An examination in Italy and the US

Extending our understanding of the effects of perceived product creativity, this study contributes to the literature by empirically investigating the influence of cultural values on the relationship between the creativity dimensions of novelty and meaningfulness and intention to buy. Schwartz's values framework is employed to theorize cultural differences. The results, based upon 206 Italian and 201 US consumers surveyed via a mall-intercept...