Unpacking Creativity Evaluation Mechanisms in Museum Creative and Cultural Products (MCCPs): A Dual-Pathway Model of Perception and Cognition

This study investigates how consumers evaluate the creativity of museum cultural and creative products (MCCPs) by proposing a dual-pathway framework that categorizes creativity dimensions into cognition-dominant (Novelty, Usefulness) and perception-dominant (Aesthetics, Affect, Cultural Values) routes. Based on the MPCM model, a three-phase mixed-method design was employed, including PLS-SEM analysis of 3,804 survey responses, grounded theory analysis of 37 in-depth interviews, and machine learning validation using a Random Forest (RF) algorithm. The results reveal a layered processing mechanism in which perception-based cues initiate early-stage evaluations, while cognitive assessments validate and consolidate these impressions. This sequential structure not only explains the empirical asymmetry observed in dimension influence but also aligns with dual-processing theories from affective neuroscience. The study refines the MPCM model by empirically distinguishing between cognition- and perception-dominant pathways. It reveals their sequential interaction through a dual-process framework, thereby bridging consumer behavior with creativity theory. Practically, the findings offer actionable guidance for layered product design, targeted market positioning, and participatory development strategies that align with consumers’ dual evaluative modes.