... of stereotyping in shaping consumer perception of creativity in this context while considering the contextual moderators, shopping goals (hedonic vs utilitarian) and product category (fashion vs meal). Design/methodology/approach Two preliminary studies and the main study (total n = 761) tested...

...Carlos M.P. Sousa; Filipe Coelho; Susana C. Silva Purpose The creativity of retail employees seems to be of the utmost importance for ensuring the performance of organizations in service settings. This paper contributes to the existing theory by investigating the direct and indirect effects...