The Definition and Measurement of Creativity: What Do We Know?

By J. El-Murad, D. West. Journal of Advertising Research, 2004

221 citations recorded by the source corpus.

How researchers see this paper

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Why and how do creative thinking techniques work?: Trading off originality and appropriateness to make more creative advertising (2009, background): “El-Murad and West (2004) state that the three primary creativity theories all contend that individual associative abilities are central to creative ability.”
Creativity and Entrepreneurial Intention in Young People (2011, background): “Creativity is a broad term that has received different conceptualizations in diverse fields, such as art, music, science, education, advertising and management (El-Murad and West, 2004).”
A review of creativity within organizations from a psychological perspective (2010, background): “However, psychometric tests such as Torrence’s ‘Test of creative thinking’ are widely used but lack predictive validity (El-Murad and West, 2004) and expert evaluations of creative products are highly subjective (Amabile, 1982).”
Agency Practitioner Theories of How Advertising Works (2009, background): “While creativity has been the subject of academic inquiry (see, for example, El-Murad and West 2004), it has been diffi cult to quantify.”
Advertising Creativity: The Role of Divergence Versus Meaningfulness (2014, background): “More recently in the advertising literature two main components of creativity have been discussed: divergence and meaningfulness (El-Murad and West 2004; Ang, Lee, and Leong 2007; Smith and Yang 2004; Smith et al. 2007).”