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Direct linkLicuanan, Brian F.; Dailey, Lesley R.; Mumford, Michael D. – Journal of Creative Behavior, 2007
Idea evaluation is a critical aspect of creative thought. However, a number of errors might occur in the evaluation of new ideas. One error commonly observed is the tendency to underestimate the originality of truly novel ideas. In the present study, an attempt was made to assess whether analysis of the process leading to the idea generation and…
Descriptors: Creativity, Creative Thinking, Undergraduate Students, Marketing
