关键词: 创造性活动, 恐怖娱乐消费, 自我效能, 反馈效价, 活动难度

Abstract: As the horror consumption industry expands, horror-related entertainment projects have become one of the most popular and profitable forms of entertainment. However, although horror movies and horror challenge events appeal to some younger consumers, the majority of consumers show reluctance to consume these products due to fear and dread. Therefore, from a practical standpoint, the investigation of which factors can increase or decrease consumers’ willingness to consume horror products is worthy of study. However, past research focuses on the same-domain factors that drive consumers’ horror consumption preferences. It is limited to study the cross-domain factors that influence consumers’ preference for horror consumption. To respond to this research gap, this paper examines how consumers' horror consumption preferences are influenced by their experiences in a prior unrelated context. Specifically, this paper proposes that previously engaging in creative activities (versus engaging in non-creative activities) increases consumers’ preference for consuming horror products, and self-efficacy mediates the cross-domain effect. Furthermore, this paper shows that the cross-domain effect should be evident (disappear) when consumers receive positive (negative) feedback regarding their creative performance, and when the creative activity is less difficulty (high difficulty). Through seven studies, we provided converging evidence for our propositions. Specifically, we found that engaging consumers in a creative activity can increase their preference for horror consumption (Studies 1-3), and self-efficacy mediates the effect (Studies 4a-4b). Furthermore, the effect of creative engagement on consumers’ preference for horror consumption was disappeared (evident) when consumers received negative (positive) feedback (Study 5), and when the creative activity is high (low) difficulty (Study 6). Finally, the results of our studies were not easily explained by potential alternative explanations based on the mood (Study 2-3), new experience seeking (Study 4a), creative inspiration and pleasure (Study 4b). The current study makes several theoretical advancements to past research. First, this paper adds to past horror consumption literature by studying the cross-domain factor of consumers’ preference for horror consumption. By doing so, we open a new window to study consumers’ preference for horror products. Second, this paper contributes to creativity research by exploring how consumers’ behavior changes when they engaging in a creative activity. The current research reveals a novel outcome of consumers’ engagement in creative activities, namely preference for horror consumption. Finally, this paper adds to past self-efficacy research by building a linkage between creativity research and self-efficacy, and between self-efficacy and horror consumption. We differ from prior literature by proposing that creative engagement can enhance self-efficacy. In addition, we reveal that enhanced self-efficacy can promote consumers to engage in horror consumption.