PL EN


2004 | 42 | 4 | 17-28
Article title

CREATIVE THINKING AND PERCEPTION OF CONTROVERSIAL ADVERTISEMENT

Title variants
Languages of publication
PL
Abstracts
EN
The aim of the presented study was to examine the relationship between creative thinking and a perception of controversial advertisement. It was hypothesised that creative individuals would accept (not reject) controversial ads: weak physiological reactions and high, positive cognitive assessment were expected. The level of creativity was assessed by Guilford's divergent thinking tasks - 'Unusual Uses' (flexibility, fluency, originality). The perception of advertisement was tested on two levels of information processing: physiological and cognitive one. Physiological variables: EDA, breathing and cardiac reactions were measured and analysed by polygraph system. Cognitive representations were assessed by Strzalecki's 'The Advertisement Measurement Scale'. Three ads varying on levels of controversy were selected by judges. Based on a sample of 104 individuals, results showed that creative thinking was associated with weak EDA and breathing reactions and strong cardiac reactions on controversial ads. Creative thinking correlated with high, positive cognitive assessment of controversial advertisement. Further research on relationship between physiological and cognitive reactions on ads were suggested.
Keywords
Contributors
author
  • A. Grochowska, Szkola Wyzsza Psychologii Spolecznej, ul. Chodakowska 19/31, 03-815 Warszawa, Poland
References
Document Type
Publication order reference
Identifiers
CEJSH db identifier
05PLAAAA0028678
YADDA identifier
bwmeta1.element.6a4e410d-0ea8-36a0-9850-c728a314ec29
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