Why and how do creative thinking techniques work?: Trading off originality and appropriateness to make more creative advertising

By M. Kilgour, Scott Koslow. 2009

118 citations recorded by the source corpus.

Subfields: Experimental and Cognitive Psychology, Management of Technology and Innovation, Mechanical Engineering

View Paper: https://www.semanticscholar.org/paper/58fc8aefe5b0e299f7f4c3ce4af64ea75a96a204

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Experimental and Cognitive Psychology

1. Micael Dahlen
2. Martin Eisend
3. S. Rosengren
4. Scott Koslow

In Management of Technology and Innovation

1. Martin Eisend

In Mechanical Engineering

1. Scott Koslow

Citations in the corpus

• A Meta-Analysis of When and How Advertising Creativity Works (2020, background): “For example, there is a vast literature on creative processes in agencies that foster creativity in advertising (Goldenberg, Mazursky, and Solomon 1999; Kilgour and Koslow 2009), and synthesizing this literature should bring additional insights to marketers.”