...Kiju Jung; Vincent Mitchell Purpose This paper aims to explore value appraisals of positive emotions to consumers with a focus on inspiration and compares their relative explanatory power in driving key marketing outcomes, including ad sharing, brand recommendation, willingness to pay more...

...-use ideation (imagine end-use) and become inspired by more original ideas. Design/methodology/approach Three studies were carried out. Study 1 tested if creativity priming resulted in more effective end-use ideation (greater number of ideas and more original ideas) compared to environmental...