What is creative to whom and why?

Sheila L. Sasser, Scott Koslow and Edward A Riordan

The authors apply recent advances in creativity theory to discover perceptual differences in the factors of strategy, originality, and artistry among creatives and noncreatives.

What is Creative to Whom and Why?

Perceptions in advertising agencies

Scott KoslowUniversity of WaikatoSheila L. SasserandEdward A. Riordan Wayne State University

Considering the disproportionate role creativity plays in advertising practice, research has not adequately addressed it (Stewart, 1992). Many call for more research on the advertising creative process (for example, Zinkhan, 1993) and the opinions of agency creative personnel (Reid, King, and DeLorme, 1998). Although many assume creativity to be highly related to effectiveness – some would even argue they were the same things – creativity is still important in its own right. Therefore...

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