ASSOCIATION FOR CONSUMER RESEARCH Labovitz School of Business & Economics, University of Minnesota Duluth, 11 E. Superior Street, Suite 210, Duluth, MN 55802 Appreciation of Creativity: Unintended Consequences of Thematic Versus Taxonomic Product Organization Alison Jing Xu, University of Minnesota, USA Joan Meyers-Levy, University of Minnesota, USA Barbara Loken, University of Minnesota, USA Ryan TzuShuo Wang, University of Minnesota, USA Three experiments reveal that thematic versus taxonomic product assortments can evoke a relational processing mind-set, which carries over and later enhances consumers’ evaluations and willingness-to-pay for creative goods. However, this effect emerged only among participants possessing a chronic interdependent (versus independent) self-construal, who are more inclined to process information relationally. [to cite]: Alison Jing Xu, Joan Meyers-Levy, Barbara Loken, and Ryan TzuShuo Wang (2017) ,"Appreciation of Creativity: Unintended Consequences of Thematic Versus Taxonomic Product Organization ", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 968-969. [url]: http://www.acrwebsite.org/volumes/1024886/volumes/v45/NA-45 [copyright notice]: This work is copyrighted by The Association for Consumer Research. For permission to copy or use this work in whole or in part, please contact the Copyright Clearance Center at http://www.copyright.com/.