Creativity Is in the Mind of the Beholder: the Role of Thinking Style
Creativity is often viewed as a subjective judgment that varies from person-to-person. However, little research has studied the impact of individual differences on creativity perception. Across three studies, we provide evidence that thinking style moderates perceived creativity such that analytic thinking leads to higher ad creativity perceptions
than holistic thinking.
Citation:
Ilgım Benoit, Elizabeth G. Miller, Ceren Ekebas-Turedi, and Elika Kordrostami (2021) ,"Creativity Is in the Mind of the Beholder: the Role of Thinking Style", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 911-911.
Authors
Ilgım Benoit, Appalachian State University
Elizabeth G. Miller, University of Massachusetts Amherst
Ceren Ekebas-Turedi, Purdue University Northwest
Elika Kordrostami, Rowan University
Volume
NA - Advances in Consumer Research Volume 49 | 2021
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