The present paper reviews creativity research within the cognitive and personological investigative orientations on five parameters of creativity as they affect the individual: (a) intellectual factors and cognitive styles associated with creativity, (b) creativity as related/unrelated to intelligence, (c) personality aspects of creativity, (d) the potential creative, and (e) motivational characteristics associated with creativity. Despite differences in age, cultural background, area of operation or eminence, a particular consistent constellation of psychological traits emerges. These persons also appear distinguished more by interests, attitudes, and drives, rather than by intellectual abilities. The assessment of creative potential should include not only singular intellectual characteristics but also cognitive styles and personality variables. Creativity research pursued on the basis of compound criteria from disparate psychological levels holds promise for more valid findings which may, in addition, contribute toward the resolution of conceptual dilemmas.