Trading off originality and appropriateness to make more
creative advertising.
The research examines the effects of divergent and
convergent creative thinking techniques on creative
ideation processes. To analyze these effects an
experiment is undertaken on advertising creatives,
account executives, and students. Results demonstrate
that divergent thinking techniques improve the idea
originality of account executives, but not creatives.
Alternatively, creatives produce more appropriate ideas
by using convergent thinking techniques, yet account
executive performance is clearly harmed by them. pdf
