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Journal of Current Issues & Research in Advertising Volume 17, 1995 - Issue 2
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Original Articles

Advertising Creativity: A Review and Empirical Investigation of External Evaluation, Cognitive Style and Self-Perceptions of Creativity

Joanne M. Klebba Ph.D. University of Minnesota, USA; Portland State University, Portland, Oregon, USA
&
Pamela Tierney Ph.D. University of Cincinnati, USA; Portland State University, Portland, Oregon, USA
Pages 33-52 | Published online: 08 May 2012
 
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Abstract

Creativity is a critical component in the advertising process, but it has yet to attract comparable attention in the literature. To amplify the research venue the discussion reviews the findings and methodology of creativity research in advertising and explores applied research formats. An empirical study examines (a) the effect of external evaluation on self perceptions of creativity and (b) the relationship of personal cognitive style to creativity. The findings document a significant relationship between external evaluation and self-perceptions of creativity and support the hypothesized relationship with cognitive style.

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