Abstract
Abstract Creativity is a critical component in the advertising process, but it has yet to attract comparable attention in the literature. To amplify the research venue the discussion reviews the findings and methodology of creativity research in advertising and explores applied research formats. An empirical study examines (a) the effect of external evaluation on self perceptions of creativity and (b) the relationship of personal cognitive style to creativity. The findings document a significant relationship between external evaluation and self-perceptions of creativity and support the hypothesized relationship with cognitive style.
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