Insightology

Do you procrastinate? Have you ever told yourself that you do your best work if you wait till the last minute? You may not be as creative as you think, according to Teresa Amabile the Edsel Bryant Ford Professor of Business Administration at Harvard Business School. A leading authority in the field of organizational creativity, she has conducted intensive multi-year studies to understand the nature of creativity in organizations. One of the findings that surprised even her was that time pressure was actually an impediment to creativity. Even people who felt they were being more creative under time pressure are actually less creative.

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Researchers at Duke University's Fuqua School of Business and the University of Waterloo have conducted some experiments with very interesting results about the impact of brands on people. They started with prior research that has shown that people modify their behavior in response to environmental cues. For example, exposure to rude words leads to people behaving rudely; exposure to elderly people made others walk more slowly. Even exposure (or priming) with a parent made people achieve more if they believed that the parent would be interested in their achievement, or if they were hoping to please the parent. The question asked by the researchers in this study was whether brands could have similar effects on people and the results turn out to be quite interesting.

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