There have been diverse arguments regarding the factors that could have an impact on individuals' attitudes toward a specific ad, brand, or product. However, there is still no overall agreement pertaining to these issues because many circumstantial factors, including personal characteristics of targeted audience members and product diversity, can…

Defines creativity, recognizing both developmental continuities and discontinuities. Also distinguishes between creative interpretation and cognitive restructuring, emphasizing transformational abilities, and between perceptual and discretionary cognitive processes. (DR)

Based on the more general principle that all thinking (including reasoning) is basically perceptual in nature, the author proposes that visual perception is not a passive recording of stimulus material but an active concern of the mind. He delineates the task of visually distinguishing changes in size, shape, and position and points out the…