Exploring creative marketing thought: Divergent ideation processes and outcomes

This article presents a theoretical framework, the Divergent Marketing Thought Model (DMTM), that explores the ideation modes, processes, and outcomes involved in the generation of divergent marketing thought. The proposed model, which is based on a synthesis of research from psychology, marketing, and creativity, offers insight into specific divergent ideation processes that mediate the generation of creative marketing thought. Informed by the DMTM, several formal research propositions are advanced.

Source: Psychology and Marketing - February 9, 2018 Category: Psychiatry & Psychology Authors: Philip A. Titus Tags: RESEARCH ARTICLE Source Type: research