Abstract Low socio economic stratum (SES) consumers face constrains that engender creativity as they try to solve consumption problems using the scant products and services available by repurposing such products. This research investigates mechanisms by which hope and integral emotions interact with SES to influence consumer creativity. Experiments with low and high SES participants in an emerging economy show that when hope is enhanced, positive integral emotions are directed to creativity by all consumers, but when hope is diminished, positive integral emotions are not consistently directed to creativity. SES exerts a moderating role when hope is diminished, and only high SES participants are able to cope with the absence of hope by redirecting dominance feelings to creativity. Results suggest that increasing hope among low SES consumers can enhance their creativity, and that hope can be enhanced through actions undertaken by companies and public organizations.