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Info. Know. Mgmt."],"published-print":{"date-parts":[[2022,12]]},"abstract":"<jats:p> Purpose \u2014 Emotion is one of the key factors affecting creativity. In the field of marketing research, researchers generally begin to explore how to make rational use of customers\u201d negative emotions to contribute to companies\u2019 innovation process. However, the existing views are still divergent. Design\/methodology\/approach \u2014 To explore the relationship between customers\u2019 negative emotions and creativity, we construct a research model from the perspective of self-determination Theory and Resource Preservation Theory, Based on this model, we conducted an empirical study with 401 participants. Findings: \u2014 We found that there is an inverse U-shaped relation between negative emotion and creativity. And we further verified the mediating role of customer intrinsic motivation and the moderating role of innovation self-efficacy. 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