Page Moreau

Page Moreau’s research challenges well-known concepts in creativity. In one study, she used LEGOs to test the effect on creative thinking when subjects are asked to follow well-defined instructions, as with LEGO building kits, compared to “free building” with LEGOs. The latter led to more creative thinking—a conclusion with implications for the workplace. Moreau’s intriguing research has been covered in academic journals as well as popular media such as Psychology Today, Inc.com, and New York Public Radio’s (WNYC) “Note to Self” program.

Areas of Focus

Marketing Management

New Product Development

Marrying marketing, creativity, and business

When Moreau pursued a PhD in marketing after earning degrees in finance, she found her true calling. She applies her breadth of business acumen to bring a unique perspective on business to the classroom. Moreau loves understanding how people make sense of ambiguous information and how they develop creative solutions, a passion which she applies to new-product development in her collaboration with companies such as Fiskars and Procter & Gamble. Moreau’s blend of research and corporate experience bring a comprehensive, real-world mix to the classroom, inspiring students who want to make a similar impact.

I believe in learning by doing. Experiential learning better mimics the ‘real world’ than PowerPoint.
—Page Moreau, Creativity Expert

Academic research

Over the past 15 years, Moreau’s research has focused primarily on product innovation and understanding issues that relate to both new-product demand and development. Specifically, she examines how and why individuals learn about, form impressions of, understand, and purchase new products.

Educational background

After earning her MBA in marketing and finance from Tulane University, Moreau went on to earn her PhD in marketing at Columbia University. She has collected numerous awards for teaching excellence and is widely published in key industry journals.


Learn more

Faculty blog (with video): How Routine Tasks Hinder Creativity Faculty bio: Page Moreau