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

Beitrag bei einer Tagung
(Originalarbeit)


Details zur Publikation

Autor(en): Schuster G, Hammer J, Brem A
Herausgeber: The International Society for Professional Innovation Management (ISPIM)
Titel Sammelwerk: Proceedings of the XXV ISPIM Conference: Innovation for Sustainable Economy and Society
Jahr der Veröffentlichung: 2014
Tagungsband: Proceedings of the XXV ISPIM Conference – Innovation for Sustainable Economy & Society
ISBN: 9789522655912
Sprache: Englisch


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.



FAU-Autoren / FAU-Herausgeber

Brem, Alexander Prof. Dr.
Lehrstuhl für Technologiemanagement
Hammer, Jens
Fachbereich Wirtschafts- und Sozialwissenschaften
Schuster, Gerd


Zitierweisen

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

MLA:
Schuster, Gerd, Jens Hammer, and Alexander Brem. "Perceived Creativity in an International Context: The Influence of Culture, Gender and Personal Creativity." Proceedings of the The XXV ISPIM Conference – Innovation for Sustainable Economy & Society, Dublin, Ireland Ed. The International Society for Professional Innovation Management (ISPIM), 2014.

BibTeX: 

Zuletzt aktualisiert 2018-11-08 um 01:13