Assessing the Quality of Self-reported Measures and the Reliability of Empirical Findings: Exploring Creativity Differences across Worldwide Agency Creatives and Managers

  • Sheila Sasser
  • Scott Koslow
  • Mark Kilgour


Research often emphasizes that creativity is the most critical element for advertising effectiveness in the marketplace (Ang et al., 2007; West et al., 2008; El-Murad and West, 2004; Smith et al., 2007). Given its importance it is not surprising that there has been an exponential growth in creativity research (Sasser and Koslow, 2008a). This research includes influences on audience members’ processing (Goldenberg and Mazursky, 2008; Ang et al., 2007; Smith et al., 2007; Pieters et al., 1999), creative template techniques (Goldenberg et al., Solomon, 1999), remote conveying (Rossiter, 2008) or other approaches (West et al., 2008; Kover, 1995). Social environment impacts on advertising creativity (Li et al., 2008), and client organizational influences on creativity (Sasser and Koslow, 2008a; Koslow et al., 2006) have also been studied.


Intrinsic Motivation Consumer Research Account Manager Common Method Variance Advertising Research 
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Copyright information

© Gabler Verlag | Springer Fachmedien Wiesbaden GmbH 2011

Authors and Affiliations

  • Sheila Sasser
    • 1
  • Scott Koslow
    • 2
  • Mark Kilgour
    • 2
  1. 1.Eastern Michigan UniversityUSA
  2. 2.Waikato Management SchoolNew Zealand

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