Perceived Creativity in an International Context

The Influence of Culture, Gender and Personal Creativity

Gerd Schuster, Jens Hammer, Alexander Brem

Research output: Chapter in Book/Report/Conference proceedingArticle in proceedingsResearchpeer-review

Abstract

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.
Original languageEnglish
Title of host publicationProceedings of the XXV ISPIM Conference : Innovation for Sustainable Economy and Society
PublisherLappeenranta University of Technology Press
Publication dateJun 2014
ISBN (Electronic)978-952-265-591-2
Publication statusPublished - Jun 2014
EventXXV ISPIM Innovation Conference: Innovation for Sustainable Economy & Society - Dublin, Ireland
Duration: 8. Jun 201411. Jun 2014

Conference

ConferenceXXV ISPIM Innovation Conference
CountryIreland
CityDublin
Period08/06/201411/06/2014

Fingerprint

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

Cite this

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

Research output: Chapter in Book/Report/Conference proceedingArticle in proceedingsResearchpeer-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. In Proceedings of the XXV ISPIM Conference: Innovation for Sustainable Economy and Society. Lappeenranta University of Technology Press . 2014