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.


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.


Ilgım Benoit, Appalachian State University
Elizabeth G. Miller, University of Massachusetts Amherst
Ceren Ekebas-Turedi, Purdue University Northwest
Elika Kordrostami, Rowan University


NA - Advances in Consumer Research Volume 49 | 2021

Share Proceeding

Featured papers

See More


F5. Alternative Food Consumption (AFC) Adoption and Low SES Youth Food Well-Being: From Precontemplation to Maintenance

Wided Batat, American University Beirut

Read More


The Subjective Value of Popularity: A Neural Account of Socially Informed Functional Value and Social Value

Robert Goedegebure, Wageningen University, The Netherlands
Irene Tijssen, Wageningen University, The Netherlands
Nynke van der Laan, University of Amsterdam
Hans van Trijp, Wageningen University, The Netherlands

Read More


Handshaking Promotes Deal-Making By Signaling Cooperative Intent

Juliana Schroeder, University of California Berkeley, USA
Jane Risen, University of Chicago, USA
Francesca Gino, Harvard Business School, USA
Michael Norton, Harvard Business School, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.