From Performance To Mastery: Developmental Models of the Creative Process

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

“…In relation to divergent thinking techniques, given the abundance of research showing that they improve individual originality it may appear surprising that they are not widely applied by people in the creative industries, (see Csikszentmihalyi 1996;Dewey et al 1998;Doyle 1998;Griffin 2008). In fact, Sasser and Koslow (2008) note professional creatives view divergent techniques as a crutch for creatives of lesser ability.…”

Americanized or localized: A qualitative study on Chinese advertising practitioners’ perceptions of creativity and strategy in the digital age

“…The third factor is training. A variety of training techniques have been invented and used in academia and industry, such as mindscribing (Griffin, 2008). Finally, one needs practice to be creative or more creative.…”

Teaching Creativity: Experimental Evidence of Three Strategies for Teaching Industry Standards for Creative Excellence

“…Research on creativity, however, contradicts practitioners' views and provides evidence that creative skills can be honed through practice, for example, in the fields of visual arts (Lindstrom, 2006) and retail merchandising (Im, Hokanson & Johnson, 2015). Advanced advertising students have been found to use more idea generation heuristics, more freewriting and reframing of the problem to become better at generating creative solutions (Griffin, 2008). Thus, creativity is a skill that can be honed, and educators and their students would benefit greatly from more research into advertising creativity (Otnes, Aviatt & Treise, 1995).…”