Individual Characteristics and Creativity in the Marketing Classroom: Exploratory Insights
Individual Characteristics and Creativity in the Marketing Classroom: Exploratory Insights
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营销课堂中的个体特征和创造力：探索性见解
DOI：
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发表时间：
2003
期刊：
影响因子：
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通讯作者：
M. Rickard
中科院分区：
文献类型：
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作者：
Faye S. McIntyre;R. Hite;M. Rickard
本研究探讨了影响创造力技能的学生特征。来自三个市场营销班的学生被纳入研究。使用托兰斯创造性思维测试，比较学生在三个市场营销类和男性和女性之间。EMBA学生在整体创造力指数上的得分明显低于传统和非传统的本科生。性别差异只出现在五个创造力组成部分中的一个（阐述），创造力指数表明男女之间没有显著差异。EMBA学生在学期中接受了创造力培训，并对创造力进行了后续测量，结果显示五个组成部分中的三个有显著改善，尽管创造力指数的改善在统计学上并不显著。市场营销教师的影响和未来的研究议程。
This study explores student characteristics that affect creativity skills. Students from three marketing classes were included in the study. Using the Torrance Tests of Creative Thinking, comparisons were made between students in the three marketing classes and between men and women. Executive MBA (EMBA) students scored significantly lower than both traditional and nontraditional undergraduate students on an overall Creativity Index. Gender differences appear in only one of five creativity components (elaboration), and the Creativity Index indicates no significant differences between men and women. EMBA students were exposed to creativity training during the semester, and a follow-up measure of creativity showed significant improvement in three of the five components, although the Creativity Index improvement was not statistically significant. Implications for marketing faculty and an agenda for future research are presented.