Perceived Creativity in an International Context: The Influence of Culture, Gender and Personal Creativity

Gerd Schuster, Jens Hammer, Alexander Brem

Publikation: Bidrag til bog/antologi/rapport/konference-proceedingKonferencebidrag i proceedingsForskningpeer review

Resumé

Based on the influence of personal, cultural and gender differences,
this article deals with the perception of creative images in light of their
increasing importance for successful advertising campaigns. The authors
conduct a literature review of relevant material on advertising creativity with an
international perspective. The study will present results of a survey given to
international students and young professionals with a cultural background from
more than 35 countries. Results indicate that culture has an influence on the
perception of advertising creativity, while cultures with a high level of power
distance are found to be negatively correlated. A methodological contribution is
made by applying multiple regression analysis combining research about
creativity, personality and international culture. Limitations as well as further
research suggestions are discussed.
OriginalsprogEngelsk
TitelProceedings of the XXV ISPIM Conference : Innovation for Sustainable Economy and Society
ForlagLappeenranta University of Technology Press
Publikationsdatojun. 2014
ISBN (Elektronisk)978-952-265-591-2
StatusUdgivet - jun. 2014
BegivenhedXXV ISPIM Conference: Innovation for Sustainable Economy & Society - Dublin, Irland
Varighed: 8. jun. 201411. jun. 2014

Konference

KonferenceXXV ISPIM Conference
LandIrland
ByDublin
Periode08/06/201411/06/2014

Fingeraftryk

creativity
gender
personality research
advertising campaign
cultural difference
gender-specific factors
regression analysis
student
literature

Citer dette

Schuster, G., Hammer, J., & Brem, A. (2014). Perceived Creativity in an International Context: The Influence of Culture, Gender and Personal Creativity. I Proceedings of the XXV ISPIM Conference: Innovation for Sustainable Economy and Society Lappeenranta University of Technology Press .
Schuster, Gerd ; Hammer, Jens ; Brem, Alexander. / Perceived Creativity in an International Context : The Influence of Culture, Gender and Personal Creativity. Proceedings of the XXV ISPIM Conference: Innovation for Sustainable Economy and Society. Lappeenranta University of Technology Press , 2014.
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abstract = "Based on the influence of personal, cultural and gender differences,this article deals with the perception of creative images in light of theirincreasing importance for successful advertising campaigns. The authorsconduct a literature review of relevant material on advertising creativity with aninternational perspective. The study will present results of a survey given tointernational students and young professionals with a cultural background frommore than 35 countries. Results indicate that culture has an influence on theperception of advertising creativity, while cultures with a high level of powerdistance are found to be negatively correlated. A methodological contribution ismade by applying multiple regression analysis combining research aboutcreativity, personality and international culture. Limitations as well as furtherresearch suggestions are discussed.",
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Schuster, G, Hammer, J & Brem, A 2014, Perceived Creativity in an International Context: The Influence of Culture, Gender and Personal Creativity. i Proceedings of the XXV ISPIM Conference: Innovation for Sustainable Economy and Society. Lappeenranta University of Technology Press , XXV ISPIM Conference, Dublin, Irland, 08/06/2014.

Perceived Creativity in an International Context : The Influence of Culture, Gender and Personal Creativity. / Schuster, Gerd; Hammer, Jens; Brem, Alexander.

Proceedings of the XXV ISPIM Conference: Innovation for Sustainable Economy and Society. Lappeenranta University of Technology Press , 2014.

Publikation: Bidrag til bog/antologi/rapport/konference-proceedingKonferencebidrag i proceedingsForskningpeer review

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Schuster G, Hammer J, Brem A. Perceived Creativity in an International Context: The Influence of Culture, Gender and Personal Creativity. I Proceedings of the XXV ISPIM Conference: Innovation for Sustainable Economy and Society. Lappeenranta University of Technology Press . 2014