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, Annexe 1 : fonctionnement de la pensée créative

, Annexe 2 : synthèse des différentes recherches menées sur l'environnement

, Matériel publicitaire utilisé lors de l'expérimentation finale La reconnaissance par les pairs et les prix publicitaires : les prix symbolisent l'excellence et la reconnaissance du travail créatif par la profession. Leur valeur est controversée aussi bien dans la littérature que chez les managers, Annexe, vol.5, 1997.

I. Agence, , 1926.

. Osborn, Hutchinson (1964) mais comportant certaines spécificités. Les données d'ordre qualitatives (compréhension de la psychologie du consommateur) sont plus importantes dans la phase d'information que les données purement quantitatives (Winter et Russel, 1953.

M. Reid, Plus le nombre d'idées générées est important, plus est grande la probabilité de produire au moins une idée créative (Gross, 1972) PRINCIPAUX TRAITS DE PERSONNALITE DES CREATIFS Travailleurs, perfectionnistes, opiniâtres (Baker, 1979 ; Fletcher, 1990, 1993) Possédant une capacité unique de simplification dans l'approche des problèmes et dans la résolution de ceux-ci (West, 1993) Ayant une forte autonomie et indépendance de jugement (Mansfield et Busse, 1981) Développant une image positive de soi (Gruber, 1986) et de confiance en soi (Fletcher, 1990) Disposant d'une forte tolérance à l'ambiguïté et un goût pour la complexité, La phase "illumination" c'est à dire celle correspondant à la génération d'idées est la plus importante du processus publicitaire, p.196, 1983.

W. , décrit le processus créatif comme subissant plusieurs étapes : l'information (perception du monde extérieur, souvenir, apprentissage), l'incubation (pensée convergente, motivation, résolution de problèmes), l'illumination (pensée divergente), la vérification (évaluation des configurations nouvelles), 1926.