Why and how do creative thinking techniques work?: Trading off originality and appropriateness to make more creative advertising

Abstract The research examines the effects of divergent and convergent creative thinking techniques on creative ideation processes. To analyze these effects an experiment is undertaken on advertising creatives, account executives, and students. Results demonstrate that divergent thinking techniques...
Ausführliche Beschreibung

Gespeichert in:

Autor*in:	Kilgour, Mark [verfasserIn] Koslow, Scott

Format:	E-Artikel
Sprache:	Englisch

Erschienen:	2009

Schlagwörter:	Creativity Creative thinking techniques Divergent and convergent thinking Advertising

Anmerkung:	© Academy of Marketing Science 2009

Übergeordnetes Werk:	Enthalten in: Journal of the Academy of Marketing Science - Dordrecht : Springer Netherlands, 1973, 37(2009), 3 vom: 19. Feb., Seite 298-309
Übergeordnetes Werk:	volume:37 ; year:2009 ; number:3 ; day:19 ; month:02 ; pages:298-309

Links:	Volltext

DOI / URN:	10.1007/s11747-009-0133-5

Katalog-ID:	SPR022293515

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allfields	10.1007/s11747-009-0133-5 doi (DE-627)SPR022293515 (SPR)s11747-009-0133-5-e DE-627 ger DE-627 rakwb eng Kilgour, Mark verfasserin aut Why and how do creative thinking techniques work?: Trading off originality and appropriateness to make more creative advertising 2009 Text txt rdacontent Computermedien c rdamedia Online-Ressource cr rdacarrier © Academy of Marketing Science 2009 Abstract The research examines the effects of divergent and convergent creative thinking techniques on creative ideation processes. To analyze these effects an experiment is undertaken on advertising creatives, account executives, and students. Results demonstrate that divergent thinking techniques improve the idea originality of account executives, but not creatives. Alternatively, creatives produce more appropriate ideas by using convergent thinking techniques, yet account executive performance is clearly harmed by them. Few effects are seen on the student control group, who lack both knowledge of techniques and the domain. The findings suggest that creativity techniques are not a one-size-fits-all proposition but need to be tailored to the person and the situation in which they are applied. Implications for researchers and marketing managers are discussed. Creativity (dpeaa)DE-He213 Creative thinking techniques (dpeaa)DE-He213 Divergent and convergent thinking (dpeaa)DE-He213 Advertising (dpeaa)DE-He213 Koslow, Scott aut Enthalten in Journal of the Academy of Marketing Science Dordrecht : Springer Netherlands, 1973 37(2009), 3 vom: 19. Feb., Seite 298-309 (DE-627)341346462 (DE-600)2067360-7 1552-7824 nnns volume:37 year:2009 number:3 day:19 month:02 pages:298-309 https://dx.doi.org/10.1007/s11747-009-0133-5 lizenzpflichtig Volltext GBV_USEFLAG_A SYSFLAG_A GBV_SPRINGER GBV_ILN_11 GBV_ILN_20 GBV_ILN_22 GBV_ILN_23 GBV_ILN_24 GBV_ILN_26 GBV_ILN_31 GBV_ILN_32 GBV_ILN_39 GBV_ILN_40 GBV_ILN_60 GBV_ILN_62 GBV_ILN_63 GBV_ILN_65 GBV_ILN_69 GBV_ILN_70 GBV_ILN_73 GBV_ILN_74 GBV_ILN_90 GBV_ILN_95 GBV_ILN_100 GBV_ILN_105 GBV_ILN_110 GBV_ILN_120 GBV_ILN_138 GBV_ILN_150 GBV_ILN_151 GBV_ILN_152 GBV_ILN_161 GBV_ILN_170 GBV_ILN_171 GBV_ILN_187 GBV_ILN_213 GBV_ILN_224 GBV_ILN_230 GBV_ILN_250 GBV_ILN_266 GBV_ILN_281 GBV_ILN_285 GBV_ILN_293 GBV_ILN_370 GBV_ILN_602 GBV_ILN_636 GBV_ILN_702 GBV_ILN_2001 GBV_ILN_2003 GBV_ILN_2004 GBV_ILN_2005 GBV_ILN_2006 GBV_ILN_2007 GBV_ILN_2008 GBV_ILN_2009 GBV_ILN_2010 GBV_ILN_2011 GBV_ILN_2014 GBV_ILN_2015 GBV_ILN_2020 GBV_ILN_2021 GBV_ILN_2025 GBV_ILN_2026 GBV_ILN_2027 GBV_ILN_2031 GBV_ILN_2034 GBV_ILN_2037 GBV_ILN_2038 GBV_ILN_2039 GBV_ILN_2044 GBV_ILN_2048 GBV_ILN_2049 GBV_ILN_2050 GBV_ILN_2055 GBV_ILN_2057 GBV_ILN_2059 GBV_ILN_2061 GBV_ILN_2064 GBV_ILN_2065 GBV_ILN_2068 GBV_ILN_2070 GBV_ILN_2086 GBV_ILN_2088 GBV_ILN_2093 GBV_ILN_2106 GBV_ILN_2107 GBV_ILN_2108 GBV_ILN_2110 GBV_ILN_2111 GBV_ILN_2112 GBV_ILN_2113 GBV_ILN_2116 GBV_ILN_2118 GBV_ILN_2119 GBV_ILN_2122 GBV_ILN_2129 GBV_ILN_2143 GBV_ILN_2144 GBV_ILN_2147 GBV_ILN_2148 GBV_ILN_2152 GBV_ILN_2153 GBV_ILN_2188 GBV_ILN_2190 GBV_ILN_2232 GBV_ILN_2336 GBV_ILN_2446 GBV_ILN_2470 GBV_ILN_2472 GBV_ILN_2507 GBV_ILN_2522 GBV_ILN_2548 GBV_ILN_4012 GBV_ILN_4035 GBV_ILN_4037 GBV_ILN_4046 GBV_ILN_4112 GBV_ILN_4125 GBV_ILN_4126 GBV_ILN_4242 GBV_ILN_4246 GBV_ILN_4249 GBV_ILN_4251 GBV_ILN_4305 GBV_ILN_4306 GBV_ILN_4307 GBV_ILN_4313 GBV_ILN_4322 GBV_ILN_4323 GBV_ILN_4324 GBV_ILN_4325 GBV_ILN_4326 GBV_ILN_4328 GBV_ILN_4333 GBV_ILN_4334 GBV_ILN_4335 GBV_ILN_4336 GBV_ILN_4338 GBV_ILN_4393 GBV_ILN_4700 AR 37 2009 3 19 02 298-309
spelling	10.1007/s11747-009-0133-5 doi (DE-627)SPR022293515 (SPR)s11747-009-0133-5-e DE-627 ger DE-627 rakwb eng Kilgour, Mark verfasserin aut Why and how do creative thinking techniques work?: Trading off originality and appropriateness to make more creative advertising 2009 Text txt rdacontent Computermedien c rdamedia Online-Ressource cr rdacarrier © Academy of Marketing Science 2009 Abstract The research examines the effects of divergent and convergent creative thinking techniques on creative ideation processes. To analyze these effects an experiment is undertaken on advertising creatives, account executives, and students. Results demonstrate that divergent thinking techniques improve the idea originality of account executives, but not creatives. Alternatively, creatives produce more appropriate ideas by using convergent thinking techniques, yet account executive performance is clearly harmed by them. Few effects are seen on the student control group, who lack both knowledge of techniques and the domain. The findings suggest that creativity techniques are not a one-size-fits-all proposition but need to be tailored to the person and the situation in which they are applied. Implications for researchers and marketing managers are discussed. Creativity (dpeaa)DE-He213 Creative thinking techniques (dpeaa)DE-He213 Divergent and convergent thinking (dpeaa)DE-He213 Advertising (dpeaa)DE-He213 Koslow, Scott aut Enthalten in Journal of the Academy of Marketing Science Dordrecht : Springer Netherlands, 1973 37(2009), 3 vom: 19. Feb., Seite 298-309 (DE-627)341346462 (DE-600)2067360-7 1552-7824 nnns volume:37 year:2009 number:3 day:19 month:02 pages:298-309 https://dx.doi.org/10.1007/s11747-009-0133-5 lizenzpflichtig Volltext GBV_USEFLAG_A SYSFLAG_A GBV_SPRINGER GBV_ILN_11 GBV_ILN_20 GBV_ILN_22 GBV_ILN_23 GBV_ILN_24 GBV_ILN_26 GBV_ILN_31 GBV_ILN_32 GBV_ILN_39 GBV_ILN_40 GBV_ILN_60 GBV_ILN_62 GBV_ILN_63 GBV_ILN_65 GBV_ILN_69 GBV_ILN_70 GBV_ILN_73 GBV_ILN_74 GBV_ILN_90 GBV_ILN_95 GBV_ILN_100 GBV_ILN_105 GBV_ILN_110 GBV_ILN_120 GBV_ILN_138 GBV_ILN_150 GBV_ILN_151 GBV_ILN_152 GBV_ILN_161 GBV_ILN_170 GBV_ILN_171 GBV_ILN_187 GBV_ILN_213 GBV_ILN_224 GBV_ILN_230 GBV_ILN_250 GBV_ILN_266 GBV_ILN_281 GBV_ILN_285 GBV_ILN_293 GBV_ILN_370 GBV_ILN_602 GBV_ILN_636 GBV_ILN_702 GBV_ILN_2001 GBV_ILN_2003 GBV_ILN_2004 GBV_ILN_2005 GBV_ILN_2006 GBV_ILN_2007 GBV_ILN_2008 GBV_ILN_2009 GBV_ILN_2010 GBV_ILN_2011 GBV_ILN_2014 GBV_ILN_2015 GBV_ILN_2020 GBV_ILN_2021 GBV_ILN_2025 GBV_ILN_2026 GBV_ILN_2027 GBV_ILN_2031 GBV_ILN_2034 GBV_ILN_2037 GBV_ILN_2038 GBV_ILN_2039 GBV_ILN_2044 GBV_ILN_2048 GBV_ILN_2049 GBV_ILN_2050 GBV_ILN_2055 GBV_ILN_2057 GBV_ILN_2059 GBV_ILN_2061 GBV_ILN_2064 GBV_ILN_2065 GBV_ILN_2068 GBV_ILN_2070 GBV_ILN_2086 GBV_ILN_2088 GBV_ILN_2093 GBV_ILN_2106 GBV_ILN_2107 GBV_ILN_2108 GBV_ILN_2110 GBV_ILN_2111 GBV_ILN_2112 GBV_ILN_2113 GBV_ILN_2116 GBV_ILN_2118 GBV_ILN_2119 GBV_ILN_2122 GBV_ILN_2129 GBV_ILN_2143 GBV_ILN_2144 GBV_ILN_2147 GBV_ILN_2148 GBV_ILN_2152 GBV_ILN_2153 GBV_ILN_2188 GBV_ILN_2190 GBV_ILN_2232 GBV_ILN_2336 GBV_ILN_2446 GBV_ILN_2470 GBV_ILN_2472 GBV_ILN_2507 GBV_ILN_2522 GBV_ILN_2548 GBV_ILN_4012 GBV_ILN_4035 GBV_ILN_4037 GBV_ILN_4046 GBV_ILN_4112 GBV_ILN_4125 GBV_ILN_4126 GBV_ILN_4242 GBV_ILN_4246 GBV_ILN_4249 GBV_ILN_4251 GBV_ILN_4305 GBV_ILN_4306 GBV_ILN_4307 GBV_ILN_4313 GBV_ILN_4322 GBV_ILN_4323 GBV_ILN_4324 GBV_ILN_4325 GBV_ILN_4326 GBV_ILN_4328 GBV_ILN_4333 GBV_ILN_4334 GBV_ILN_4335 GBV_ILN_4336 GBV_ILN_4338 GBV_ILN_4393 GBV_ILN_4700 AR 37 2009 3 19 02 298-309
allfields_unstemmed	10.1007/s11747-009-0133-5 doi (DE-627)SPR022293515 (SPR)s11747-009-0133-5-e DE-627 ger DE-627 rakwb eng Kilgour, Mark verfasserin aut Why and how do creative thinking techniques work?: Trading off originality and appropriateness to make more creative advertising 2009 Text txt rdacontent Computermedien c rdamedia Online-Ressource cr rdacarrier © Academy of Marketing Science 2009 Abstract The research examines the effects of divergent and convergent creative thinking techniques on creative ideation processes. To analyze these effects an experiment is undertaken on advertising creatives, account executives, and students. Results demonstrate that divergent thinking techniques improve the idea originality of account executives, but not creatives. Alternatively, creatives produce more appropriate ideas by using convergent thinking techniques, yet account executive performance is clearly harmed by them. Few effects are seen on the student control group, who lack both knowledge of techniques and the domain. The findings suggest that creativity techniques are not a one-size-fits-all proposition but need to be tailored to the person and the situation in which they are applied. Implications for researchers and marketing managers are discussed. Creativity (dpeaa)DE-He213 Creative thinking techniques (dpeaa)DE-He213 Divergent and convergent thinking (dpeaa)DE-He213 Advertising (dpeaa)DE-He213 Koslow, Scott aut Enthalten in Journal of the Academy of Marketing Science Dordrecht : Springer Netherlands, 1973 37(2009), 3 vom: 19. Feb., Seite 298-309 (DE-627)341346462 (DE-600)2067360-7 1552-7824 nnns volume:37 year:2009 number:3 day:19 month:02 pages:298-309 https://dx.doi.org/10.1007/s11747-009-0133-5 lizenzpflichtig Volltext GBV_USEFLAG_A SYSFLAG_A GBV_SPRINGER GBV_ILN_11 GBV_ILN_20 GBV_ILN_22 GBV_ILN_23 GBV_ILN_24 GBV_ILN_26 GBV_ILN_31 GBV_ILN_32 GBV_ILN_39 GBV_ILN_40 GBV_ILN_60 GBV_ILN_62 GBV_ILN_63 GBV_ILN_65 GBV_ILN_69 GBV_ILN_70 GBV_ILN_73 GBV_ILN_74 GBV_ILN_90 GBV_ILN_95 GBV_ILN_100 GBV_ILN_105 GBV_ILN_110 GBV_ILN_120 GBV_ILN_138 GBV_ILN_150 GBV_ILN_151 GBV_ILN_152 GBV_ILN_161 GBV_ILN_170 GBV_ILN_171 GBV_ILN_187 GBV_ILN_213 GBV_ILN_224 GBV_ILN_230 GBV_ILN_250 GBV_ILN_266 GBV_ILN_281 GBV_ILN_285 GBV_ILN_293 GBV_ILN_370 GBV_ILN_602 GBV_ILN_636 GBV_ILN_702 GBV_ILN_2001 GBV_ILN_2003 GBV_ILN_2004 GBV_ILN_2005 GBV_ILN_2006 GBV_ILN_2007 GBV_ILN_2008 GBV_ILN_2009 GBV_ILN_2010 GBV_ILN_2011 GBV_ILN_2014 GBV_ILN_2015 GBV_ILN_2020 GBV_ILN_2021 GBV_ILN_2025 GBV_ILN_2026 GBV_ILN_2027 GBV_ILN_2031 GBV_ILN_2034 GBV_ILN_2037 GBV_ILN_2038 GBV_ILN_2039 GBV_ILN_2044 GBV_ILN_2048 GBV_ILN_2049 GBV_ILN_2050 GBV_ILN_2055 GBV_ILN_2057 GBV_ILN_2059 GBV_ILN_2061 GBV_ILN_2064 GBV_ILN_2065 GBV_ILN_2068 GBV_ILN_2070 GBV_ILN_2086 GBV_ILN_2088 GBV_ILN_2093 GBV_ILN_2106 GBV_ILN_2107 GBV_ILN_2108 GBV_ILN_2110 GBV_ILN_2111 GBV_ILN_2112 GBV_ILN_2113 GBV_ILN_2116 GBV_ILN_2118 GBV_ILN_2119 GBV_ILN_2122 GBV_ILN_2129 GBV_ILN_2143 GBV_ILN_2144 GBV_ILN_2147 GBV_ILN_2148 GBV_ILN_2152 GBV_ILN_2153 GBV_ILN_2188 GBV_ILN_2190 GBV_ILN_2232 GBV_ILN_2336 GBV_ILN_2446 GBV_ILN_2470 GBV_ILN_2472 GBV_ILN_2507 GBV_ILN_2522 GBV_ILN_2548 GBV_ILN_4012 GBV_ILN_4035 GBV_ILN_4037 GBV_ILN_4046 GBV_ILN_4112 GBV_ILN_4125 GBV_ILN_4126 GBV_ILN_4242 GBV_ILN_4246 GBV_ILN_4249 GBV_ILN_4251 GBV_ILN_4305 GBV_ILN_4306 GBV_ILN_4307 GBV_ILN_4313 GBV_ILN_4322 GBV_ILN_4323 GBV_ILN_4324 GBV_ILN_4325 GBV_ILN_4326 GBV_ILN_4328 GBV_ILN_4333 GBV_ILN_4334 GBV_ILN_4335 GBV_ILN_4336 GBV_ILN_4338 GBV_ILN_4393 GBV_ILN_4700 AR 37 2009 3 19 02 298-309
allfieldsGer	10.1007/s11747-009-0133-5 doi (DE-627)SPR022293515 (SPR)s11747-009-0133-5-e DE-627 ger DE-627 rakwb eng Kilgour, Mark verfasserin aut Why and how do creative thinking techniques work?: Trading off originality and appropriateness to make more creative advertising 2009 Text txt rdacontent Computermedien c rdamedia Online-Ressource cr rdacarrier © Academy of Marketing Science 2009 Abstract The research examines the effects of divergent and convergent creative thinking techniques on creative ideation processes. To analyze these effects an experiment is undertaken on advertising creatives, account executives, and students. Results demonstrate that divergent thinking techniques improve the idea originality of account executives, but not creatives. Alternatively, creatives produce more appropriate ideas by using convergent thinking techniques, yet account executive performance is clearly harmed by them. Few effects are seen on the student control group, who lack both knowledge of techniques and the domain. The findings suggest that creativity techniques are not a one-size-fits-all proposition but need to be tailored to the person and the situation in which they are applied. Implications for researchers and marketing managers are discussed. Creativity (dpeaa)DE-He213 Creative thinking techniques (dpeaa)DE-He213 Divergent and convergent thinking (dpeaa)DE-He213 Advertising (dpeaa)DE-He213 Koslow, Scott aut Enthalten in Journal of the Academy of Marketing Science Dordrecht : Springer Netherlands, 1973 37(2009), 3 vom: 19. Feb., Seite 298-309 (DE-627)341346462 (DE-600)2067360-7 1552-7824 nnns volume:37 year:2009 number:3 day:19 month:02 pages:298-309 https://dx.doi.org/10.1007/s11747-009-0133-5 lizenzpflichtig Volltext GBV_USEFLAG_A SYSFLAG_A GBV_SPRINGER GBV_ILN_11 GBV_ILN_20 GBV_ILN_22 GBV_ILN_23 GBV_ILN_24 GBV_ILN_26 GBV_ILN_31 GBV_ILN_32 GBV_ILN_39 GBV_ILN_40 GBV_ILN_60 GBV_ILN_62 GBV_ILN_63 GBV_ILN_65 GBV_ILN_69 GBV_ILN_70 GBV_ILN_73 GBV_ILN_74 GBV_ILN_90 GBV_ILN_95 GBV_ILN_100 GBV_ILN_105 GBV_ILN_110 GBV_ILN_120 GBV_ILN_138 GBV_ILN_150 GBV_ILN_151 GBV_ILN_152 GBV_ILN_161 GBV_ILN_170 GBV_ILN_171 GBV_ILN_187 GBV_ILN_213 GBV_ILN_224 GBV_ILN_230 GBV_ILN_250 GBV_ILN_266 GBV_ILN_281 GBV_ILN_285 GBV_ILN_293 GBV_ILN_370 GBV_ILN_602 GBV_ILN_636 GBV_ILN_702 GBV_ILN_2001 GBV_ILN_2003 GBV_ILN_2004 GBV_ILN_2005 GBV_ILN_2006 GBV_ILN_2007 GBV_ILN_2008 GBV_ILN_2009 GBV_ILN_2010 GBV_ILN_2011 GBV_ILN_2014 GBV_ILN_2015 GBV_ILN_2020 GBV_ILN_2021 GBV_ILN_2025 GBV_ILN_2026 GBV_ILN_2027 GBV_ILN_2031 GBV_ILN_2034 GBV_ILN_2037 GBV_ILN_2038 GBV_ILN_2039 GBV_ILN_2044 GBV_ILN_2048 GBV_ILN_2049 GBV_ILN_2050 GBV_ILN_2055 GBV_ILN_2057 GBV_ILN_2059 GBV_ILN_2061 GBV_ILN_2064 GBV_ILN_2065 GBV_ILN_2068 GBV_ILN_2070 GBV_ILN_2086 GBV_ILN_2088 GBV_ILN_2093 GBV_ILN_2106 GBV_ILN_2107 GBV_ILN_2108 GBV_ILN_2110 GBV_ILN_2111 GBV_ILN_2112 GBV_ILN_2113 GBV_ILN_2116 GBV_ILN_2118 GBV_ILN_2119 GBV_ILN_2122 GBV_ILN_2129 GBV_ILN_2143 GBV_ILN_2144 GBV_ILN_2147 GBV_ILN_2148 GBV_ILN_2152 GBV_ILN_2153 GBV_ILN_2188 GBV_ILN_2190 GBV_ILN_2232 GBV_ILN_2336 GBV_ILN_2446 GBV_ILN_2470 GBV_ILN_2472 GBV_ILN_2507 GBV_ILN_2522 GBV_ILN_2548 GBV_ILN_4012 GBV_ILN_4035 GBV_ILN_4037 GBV_ILN_4046 GBV_ILN_4112 GBV_ILN_4125 GBV_ILN_4126 GBV_ILN_4242 GBV_ILN_4246 GBV_ILN_4249 GBV_ILN_4251 GBV_ILN_4305 GBV_ILN_4306 GBV_ILN_4307 GBV_ILN_4313 GBV_ILN_4322 GBV_ILN_4323 GBV_ILN_4324 GBV_ILN_4325 GBV_ILN_4326 GBV_ILN_4328 GBV_ILN_4333 GBV_ILN_4334 GBV_ILN_4335 GBV_ILN_4336 GBV_ILN_4338 GBV_ILN_4393 GBV_ILN_4700 AR 37 2009 3 19 02 298-309
allfieldsSound	10.1007/s11747-009-0133-5 doi (DE-627)SPR022293515 (SPR)s11747-009-0133-5-e DE-627 ger DE-627 rakwb eng Kilgour, Mark verfasserin aut Why and how do creative thinking techniques work?: Trading off originality and appropriateness to make more creative advertising 2009 Text txt rdacontent Computermedien c rdamedia Online-Ressource cr rdacarrier © Academy of Marketing Science 2009 Abstract The research examines the effects of divergent and convergent creative thinking techniques on creative ideation processes. To analyze these effects an experiment is undertaken on advertising creatives, account executives, and students. Results demonstrate that divergent thinking techniques improve the idea originality of account executives, but not creatives. Alternatively, creatives produce more appropriate ideas by using convergent thinking techniques, yet account executive performance is clearly harmed by them. Few effects are seen on the student control group, who lack both knowledge of techniques and the domain. The findings suggest that creativity techniques are not a one-size-fits-all proposition but need to be tailored to the person and the situation in which they are applied. Implications for researchers and marketing managers are discussed. Creativity (dpeaa)DE-He213 Creative thinking techniques (dpeaa)DE-He213 Divergent and convergent thinking (dpeaa)DE-He213 Advertising (dpeaa)DE-He213 Koslow, Scott aut Enthalten in Journal of the Academy of Marketing Science Dordrecht : Springer Netherlands, 1973 37(2009), 3 vom: 19. Feb., Seite 298-309 (DE-627)341346462 (DE-600)2067360-7 1552-7824 nnns volume:37 year:2009 number:3 day:19 month:02 pages:298-309 https://dx.doi.org/10.1007/s11747-009-0133-5 lizenzpflichtig Volltext GBV_USEFLAG_A SYSFLAG_A GBV_SPRINGER GBV_ILN_11 GBV_ILN_20 GBV_ILN_22 GBV_ILN_23 GBV_ILN_24 GBV_ILN_26 GBV_ILN_31 GBV_ILN_32 GBV_ILN_39 GBV_ILN_40 GBV_ILN_60 GBV_ILN_62 GBV_ILN_63 GBV_ILN_65 GBV_ILN_69 GBV_ILN_70 GBV_ILN_73 GBV_ILN_74 GBV_ILN_90 GBV_ILN_95 GBV_ILN_100 GBV_ILN_105 GBV_ILN_110 GBV_ILN_120 GBV_ILN_138 GBV_ILN_150 GBV_ILN_151 GBV_ILN_152 GBV_ILN_161 GBV_ILN_170 GBV_ILN_171 GBV_ILN_187 GBV_ILN_213 GBV_ILN_224 GBV_ILN_230 GBV_ILN_250 GBV_ILN_266 GBV_ILN_281 GBV_ILN_285 GBV_ILN_293 GBV_ILN_370 GBV_ILN_602 GBV_ILN_636 GBV_ILN_702 GBV_ILN_2001 GBV_ILN_2003 GBV_ILN_2004 GBV_ILN_2005 GBV_ILN_2006 GBV_ILN_2007 GBV_ILN_2008 GBV_ILN_2009 GBV_ILN_2010 GBV_ILN_2011 GBV_ILN_2014 GBV_ILN_2015 GBV_ILN_2020 GBV_ILN_2021 GBV_ILN_2025 GBV_ILN_2026 GBV_ILN_2027 GBV_ILN_2031 GBV_ILN_2034 GBV_ILN_2037 GBV_ILN_2038 GBV_ILN_2039 GBV_ILN_2044 GBV_ILN_2048 GBV_ILN_2049 GBV_ILN_2050 GBV_ILN_2055 GBV_ILN_2057 GBV_ILN_2059 GBV_ILN_2061 GBV_ILN_2064 GBV_ILN_2065 GBV_ILN_2068 GBV_ILN_2070 GBV_ILN_2086 GBV_ILN_2088 GBV_ILN_2093 GBV_ILN_2106 GBV_ILN_2107 GBV_ILN_2108 GBV_ILN_2110 GBV_ILN_2111 GBV_ILN_2112 GBV_ILN_2113 GBV_ILN_2116 GBV_ILN_2118 GBV_ILN_2119 GBV_ILN_2122 GBV_ILN_2129 GBV_ILN_2143 GBV_ILN_2144 GBV_ILN_2147 GBV_ILN_2148 GBV_ILN_2152 GBV_ILN_2153 GBV_ILN_2188 GBV_ILN_2190 GBV_ILN_2232 GBV_ILN_2336 GBV_ILN_2446 GBV_ILN_2470 GBV_ILN_2472 GBV_ILN_2507 GBV_ILN_2522 GBV_ILN_2548 GBV_ILN_4012 GBV_ILN_4035 GBV_ILN_4037 GBV_ILN_4046 GBV_ILN_4112 GBV_ILN_4125 GBV_ILN_4126 GBV_ILN_4242 GBV_ILN_4246 GBV_ILN_4249 GBV_ILN_4251 GBV_ILN_4305 GBV_ILN_4306 GBV_ILN_4307 GBV_ILN_4313 GBV_ILN_4322 GBV_ILN_4323 GBV_ILN_4324 GBV_ILN_4325 GBV_ILN_4326 GBV_ILN_4328 GBV_ILN_4333 GBV_ILN_4334 GBV_ILN_4335 GBV_ILN_4336 GBV_ILN_4338 GBV_ILN_4393 GBV_ILN_4700 AR 37 2009 3 19 02 298-309
language	English
source	Enthalten in Journal of the Academy of Marketing Science 37(2009), 3 vom: 19. Feb., Seite 298-309 volume:37 year:2009 number:3 day:19 month:02 pages:298-309
sourceStr	Enthalten in Journal of the Academy of Marketing Science 37(2009), 3 vom: 19. Feb., Seite 298-309 volume:37 year:2009 number:3 day:19 month:02 pages:298-309
format_phy_str_mv	Article
institution	findex.gbv.de
topic_facet	Creativity Creative thinking techniques Divergent and convergent thinking Advertising
isfreeaccess_bool	false
container_title	Journal of the Academy of Marketing Science
authorswithroles_txt_mv	Kilgour, Mark @@aut@@ Koslow, Scott @@aut@@
publishDateDaySort_date	2009-02-19T00:00:00Z
hierarchy_top_id	341346462
id	SPR022293515
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author	Kilgour, Mark
spellingShingle	Kilgour, Mark misc Creativity misc Creative thinking techniques misc Divergent and convergent thinking misc Advertising Why and how do creative thinking techniques work?: Trading off originality and appropriateness to make more creative advertising
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topic_title	Why and how do creative thinking techniques work?: Trading off originality and appropriateness to make more creative advertising Creativity (dpeaa)DE-He213 Creative thinking techniques (dpeaa)DE-He213 Divergent and convergent thinking (dpeaa)DE-He213 Advertising (dpeaa)DE-He213
topic	misc Creativity misc Creative thinking techniques misc Divergent and convergent thinking misc Advertising
topic_unstemmed	misc Creativity misc Creative thinking techniques misc Divergent and convergent thinking misc Advertising
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title	Why and how do creative thinking techniques work?: Trading off originality and appropriateness to make more creative advertising
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title_full	Why and how do creative thinking techniques work?: Trading off originality and appropriateness to make more creative advertising
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author_browse	Kilgour, Mark Koslow, Scott
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title_sort	why and how do creative thinking techniques work?: trading off originality and appropriateness to make more creative advertising
title_auth	Why and how do creative thinking techniques work?: Trading off originality and appropriateness to make more creative advertising
abstract	Abstract The research examines the effects of divergent and convergent creative thinking techniques on creative ideation processes. To analyze these effects an experiment is undertaken on advertising creatives, account executives, and students. Results demonstrate that divergent thinking techniques improve the idea originality of account executives, but not creatives. Alternatively, creatives produce more appropriate ideas by using convergent thinking techniques, yet account executive performance is clearly harmed by them. Few effects are seen on the student control group, who lack both knowledge of techniques and the domain. The findings suggest that creativity techniques are not a one-size-fits-all proposition but need to be tailored to the person and the situation in which they are applied. Implications for researchers and marketing managers are discussed. © Academy of Marketing Science 2009
abstractGer	Abstract The research examines the effects of divergent and convergent creative thinking techniques on creative ideation processes. To analyze these effects an experiment is undertaken on advertising creatives, account executives, and students. Results demonstrate that divergent thinking techniques improve the idea originality of account executives, but not creatives. Alternatively, creatives produce more appropriate ideas by using convergent thinking techniques, yet account executive performance is clearly harmed by them. Few effects are seen on the student control group, who lack both knowledge of techniques and the domain. The findings suggest that creativity techniques are not a one-size-fits-all proposition but need to be tailored to the person and the situation in which they are applied. Implications for researchers and marketing managers are discussed. © Academy of Marketing Science 2009
abstract_unstemmed	Abstract The research examines the effects of divergent and convergent creative thinking techniques on creative ideation processes. To analyze these effects an experiment is undertaken on advertising creatives, account executives, and students. Results demonstrate that divergent thinking techniques improve the idea originality of account executives, but not creatives. Alternatively, creatives produce more appropriate ideas by using convergent thinking techniques, yet account executive performance is clearly harmed by them. Few effects are seen on the student control group, who lack both knowledge of techniques and the domain. The findings suggest that creativity techniques are not a one-size-fits-all proposition but need to be tailored to the person and the situation in which they are applied. Implications for researchers and marketing managers are discussed. © Academy of Marketing Science 2009
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title_short	Why and how do creative thinking techniques work?: Trading off originality and appropriateness to make more creative advertising
url	https://dx.doi.org/10.1007/s11747-009-0133-5
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up_date	2024-07-04T02:35:11.802Z
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