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Original Research ARTICLE Provisionally accepted The full-text will be published soon. Notify me

Front. Psychol. | doi: 10.3389/fpsyg.2019.01899

Creativity in the advertisement domain: The role of experience on creative achievement

 Sergio Agnoli1*,  Serena Mastria1, 2, Christiane Kirsch1 and Giovanni E. Corazza1, 2
  • 1Marconi Institute for Creativity, Italy
  • 2Department of Electrical, Electronic and Information Engineering, University of Bologna, Italy

The creativity of an advertisement campaign is one of the most relevant predictors of its success. Past research has highlighted the relevance of domain-specific experience in enhancing creativity, but the results are controversial. We explored the role of work experience, in terms of number of years spent in the advertisement domain, on various forms of creativity expressed within this specific working domain. We hypothesized a mediator role of experience in the relationship between the individual’s creative potential, as measured through a series of divergent thinking tasks, and creative achievement in the advertisement domain. Moreover, considering the importance of personality on creative achievement, we also explored the influence of the openness-to-experience on advertisers’ creative achievement. A range of measures assessing creative achievement, openness, and divergent thinking abilities in terms of fluency and originality were administered to a group of professionals in the advertisement domain. The results demonstrate a crucial role for experience in the connection between originality and creative achievement. Moreover, our findings extend previous studies by showing that fluency and openness are significant predictors of creative achievement in the advertisement environment. These results emphasize the importance of canalizing the advertiser’s divergent thinking abilities through appropriate routes provided by working experience, raising important implications for future explorations of domain-specific creative achievement within an individual differences framework. Final indications for future developments are provided, with a special emphasis on the replication of these findings in various work domains and in various cultural contexts.

Keywords: creative achievement, Advertisement, experience, divergent thinking, Openness

Received: 31 Jan 2019; Accepted: 02 Aug 2019.

Edited by:

Min Tang, University of Applied Management, Germany

Reviewed by:

Baptiste Barbot, Yale University, United States
Boris Forthmann, University of Münster, Germany  

Copyright: © 2019 Agnoli, Mastria, Kirsch and Corazza. This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) and the copyright owner(s) are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.

* Correspondence: Dr. Sergio Agnoli, Marconi Institute for Creativity, Sasso Marconi (BO), Italy, sergio.agnoli@unibo.it