What is creative to whom and why?

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...