Personality Cognitive Styles Research Articles

Advertising Creativity: A Review and Empirical Investigation of External Evaluation, Cognitive Style and Self-Perceptions of Creativity

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.

The effects of cognitive style and training on performance ratings' validity

This study investigated how personal cognitive style and training effect rating validity with two different rating tasks. Male undergraduate volunteers (n = 53) served as raters and rated videotaped lecturers. Using the Embedded Figures Test to measure cognitive style, two groups of raters were formed: those who tend to structure information presented (articulated) and those who do not (global). Half of each cognitive style received observational training designed to be congruent with the behavioral rating task. All raters completed two rating tasks: one requiring an evaluative judgment and one requiring a judgment of behavior frequency. It was hypothesized that with the evaluative rating task, cognitive style would be and training would not be a significant predictor of validity, because the training was not relevant to the task. It was also hypothesized that with the observational task training would improve rating validity (overcoming cognitive style), because the training was relevant to the rating task. Both hypotheses were supported.