CREATIVE THINKING AND PERCEPTION OF CONTROVERSIAL ADVERTISEMENT

• Authors: Grochowska A. , Harasimowicz A.
• 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

EN

CREATIVE THINKING; PERCEPTION

Discipline

• PSYCHOLOGY: PSYCHOLOGY

• Publisher: Committee on Psychological Sciences PAS, Warsaw School of Social Psychology
• Journal: Psychological Studies
• Year: 2004
• Volume: 42
• Issue: 4
• Pages: 17-28
• Document type: ARTICLE

Contributors

author

Grochowska A.

author

Harasimowicz A.

• A. Grochowska, Szkola Wyzsza Psychologii Spolecznej, ul. Chodakowska 19/31, 03-815 Warszawa, Poland

Identifiers

CEJSH db identifier

05PLAAAA0028678