Consumer Creativity

Guest: Ravi Mehta, PhD, Assistant Professor of Business Administration at the University of Illinois What leads people to be more creative in the way they use stuff? When you have a household problem to solve – say you’ve spilled something on the carpet or your shoes are starting to stink – what’s your inclination? Do you run off to the store and buy stain remover and odor eaters? Or do you follow the MacGyver method and dig around in your cabinets to see if you’ve got something that might do the job?