Advertising agencies trade on their creativity, which is supplied by teams of creative and account workers to create … customer-centered advertising that is both novel and interesting. This research explores the magic of the advertising creative … styles). To study creativity and decision making, individuals involved in the creation of ads were tested for their innovator …

advertising on consumer brand choice and search behavior. Under imperfect information, advertising can affect consumer behavior by … providing economically relevant information in a convenient way. I find that advertising has an increasing effect on consumers …

of refineries partially offsets the large reduction in consumer surplus. As the theory predicts, these shocks have a … internet as an alternative source of health information doubled.At the same time, online and offline advertising spending by … this activity is influenced by direct to consumer advertising.I utilize a database of user click-through data from America …

theoretical measure of relevance. The central theory used in this dissertation is Sperber and Wilson's (1995) theory of relevance … (TOR). TOR can help researchers and marketing managers by explaining how consumers may interpret visuals in advertising …. TOR explains why some visuals thought to be unconnected with the product become relevant in advertising. This study makes …

The retail sector spends millions of dollars each year advertising to consumers. This is a considerable investment for …

Version der Grounded-Theory-Methode ausgewertet. Die resultierende Theorie erklärt die Dynamik solcher Prozesse, die durch ein …This study reports the results of an exploratory, theory-building study on the impact of creativity on business …) production. An adapted grounded theory approach was employed in order to analyze the data. The study identifies the dynamics of …

substantive theory a modeling method is developed that allows for the capturing of creativity-intensive processes. This method … und Entertainment diskutiert. Die Ergebnisse werden abschließend auf die Methode und die zu Grunde liegende Theorie …This study investigates the influence of creativity on the modeling and documentation of business processes. Based on a …

Creativity and entrepreneurship, like innovation, have been recognized as important contributors to a nation’s economic … growth. Creativity plays an important role in the fuzzy front end of a firm’s innovation process and also in corporate … venturing processes, but the relationship between creativity and entrepreneurship to a large extent has not explicitly been …

by the creativity model of Baille. Results are discussed which show significant innovation development when using TRIZ …