Exploring Correlations of PCMI Metrics in Museum Creativity through Line Chart

Hui Cheng, Xiao Qiu

Research output: Journal PublicationConference articlepeer-review


The PCMI (Product Creativity Measurement Instrument) model assesses product creativity in design, which comprises dimensions of Novelty, Usefulness, Emotion, Attraction, Importance and Desire. This paper aims to understand the correlations of the creativity measurement metrics and provide evidence for simplifying the mode in the context of museum creativity. A 5-point online survey designed in the style of Likert Scales was proposed, and all the questions are adopted from the indicators of the PCMI model. The apparatuses used in this research are five Storm Bottles selected from top museums worldwide. Two hundred twenty-four participants were invited to assess the products, and 222 responses were valid (the overall Cronbach’s α of the data is 0.95). The data supported the integration of Attraction, Emotion and Desire into the Affect dimension, which corresponds with the finding from the second edition of the PCMI model. The results showed that the Affect dimension other than the Novelty is the factor that impacts creativity assessment of museums’ creativity positively, dominantly, and significantly. The survey data doubted whether Importance can be ignored in the context of museum creativity because it has little impact on the overall creativity score, but it needs further validation. The data suggested Novelty and Attraction influence Resolution, but the exact influencing mechanism needs to be explored further. Desire could be a fast predictor of Creativity, which requires further study.
Original languageEnglish
Number of pages10
JournalAHFE 2023
Publication statusPublished - 8 Nov 2023


  • Product Design
  • Museum Creativity
  • Creativity Measurement
  • PCMI
  • Metric Correlation

ASJC Scopus subject areas

  • Museology
  • Human Factors and Ergonomics
  • Cultural Studies


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