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

Mark Kilgour, Scott Koslow*

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

61 Citations (Scopus)

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.

Original languageEnglish
Pages (from-to)298-309
Number of pages12
JournalJournal of the Academy of Marketing Science
Volume37
Issue number3
DOIs
Publication statusPublished - Aug 2009
Externally publishedYes

Fingerprint

Dive into the research topics of 'Why and how do creative thinking techniques work? Trading off originality and appropriateness to make more creative advertising'. Together they form a unique fingerprint.

Cite this