Creativity Drives Long‐Term Planning: The Impact of Engaging in Creative Activities on Consumers' Planning Horizons
Published online on July 15, 2026
Abstract
["Psychology &Marketing, EarlyView. ", "\nABSTRACT\nPlanning for the distant future is crucial for personal well‐being. However, few studies have discussed how to intervene consumers' planning horizon. Moreover, traditional interventions that encourage individuals to think directly about the future may provoke negative emotions and avoidance responses. In the present work, we propose an indirect intervention: enhancing individuals' sense of meaning in life through participation in creative activities, thereby fostering connections with the distant future. Through seven multi‐method studies (N = 8708) including a field experiment and a study with secondary data, this paper shows that consumers who participate in a creative activity are more likely to adopt a longer planning horizon. This is because that participation in creative activities enables individuals to derive a sense of meaning in life, which subsequently motives them to envision a distant future. This paper also identifies social support as an important boundary condition, with the indirect effect of creative activities on planning horizons being significant in groups with low social support. Finally, this paper reveals that the influence of creative activities on the planning horizon can be further reflected in behaviors on financial planning and health planning. Overall, this paper contributes to the literature on creativity, meaning in life, and planning horizon. It also provides insights for practice in the fields of financial planning and health planning.\n"]