Heart Versus Head: Examining Differential Effects of Empathy Versus Perspective Taking on Creative Product Design

The extant literature in product innovation and creativity has treated the constructs of empathy and perspective taking interchangeably (e.g., Dahl et al. 1999). Yet, recent literature suggests they are theoretically different processes (e.g., Davis et al. 1987; Galinsky et al. 2008). Perspective taking is a cognitive process by which one imagines how another person thinks (Batson et al. 2007; Dahl et al. 1999). By taking another’s perspective, consumers are able to “put themselves in the shoes” of a target. This process allows them to better anticipate the behavior and reactions of others (e.g., Davis 1983). Empathy, on the other hand, is an affective process that involves the adoption of another’s feelings (e.g., Batson et al. 2007; Escalas and Stern 2003). Importantly, perspective taking and empathy have been shown to induce differences in the way the self is construed. Perspective taking involves taking another’s perspective, but allows one to maintain an individual self-identity (e.g., Simon et al. 1997). An empathic connection on the other hand enhances shared identity, a redefinition in terms of others (e.g., Brewer et al. 1993; Simon et al. 1997).