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O Creativity, Where Art Thou? What Increases Creativity Perception, And When Does Creativity Matter?, Ilgim Dara Benoit

Doctoral Dissertations

Marketing and psychology literatures have focused on identifying factors that impact the creativity of outcomes, processes, and persons. Specifically in the advertising literature, research has been defining the construct of creativity, measuring it, and examining its positive effects. Although creativity research has been on the rise, it has also been a neglected area in consumer research (e.g. Burroughs, Moreau, and Mick 2008) and there are still many new, important areas that have yet to be explored. Accordingly, in this dissertation, we focus on new research questions: “What increases creativity perception of advertisements?” and “When does creativity matter the most in …