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29 Cards in this Set
- Front
- Back
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what is creativity?
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process of generating unique/novel ideas and solutions that have the utility of value are appropriate to the task
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what evidence does couger provide to suggest that the creative process is more methodical than mystical
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those who are really creative have a process, lots of great ideas come by chance but through the process
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ability to generate a large number and wide assortment of ideas and solution
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divergent thinking
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ability to evaluate and find the best idea or set set of idea
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convergent thinking
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problem with a known path to the solution. math, instructions, recipe
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algorithmic
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problems without known path to a solution. No formula for success.
-environmental variable, culture changes, tech. changes |
huristic
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why is it neccessary to have a good working definition of creativity?
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if we don't we have no criteria to judge creativity
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what does it mean to say that creativity is relative to the person
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whats novel/utility to person may not be to another
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what did we learn about evaluating and producing creative marketing strategy from the Absolute Vodka story
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utility- com. well
novel-uniqueness (twisting image) |
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Like to learn and solve problems through hands-on experience
-trial and error-retnetion-incidental learning-risks |
1-Generators (Novel)
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-In-direct experience
-prepared-avoid negative effects of failure -conceptualizers -like solving big problems |
2-Thinking (Novel)
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Know how to see a good idea when given it. Risk adverse/Do not want to make a mistake.
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3-Optimizers (Utility)
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-Driven by action
-Leaders -Delegate -Solve Problems through people |
4-Implementors (utility)
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In Bassadur's model which groups don't get along
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1-3, 2-4
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Explain each group in Creative Process
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Problem finding-1
idea generation-2 idea evaluation-3 idea implementation-4 |
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What are the attributes needed for creativity
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-Domain Relevant Knowledge
-General Knowledge -Motivation |
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Ability to find new/novel relationships b/w seemingly unrelated concepts, objects, or ideas
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forced association
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mental approach to solving problems
-CPS profile |
Cognitive Style
-cognitive flexible=good |
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Locked into methods
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Functional Fixedness=bad
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Positive Personality Traits
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Adventurous, Playful, Curious, Persistent, disciplined, self-motivated, knowledgable, risk takers, don't mind ambiguity, can concentrate for long spans, cognitively flexible
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Negative Personality Traits
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Stubborn, abscent minded, uncommunicative, easily dissatisfied, highly critical, withdrawn, highly emotional, non-comformist.
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Creative Barriers
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Perceptual (assumptions/beliefs)
Cultural (norms, values) Emotional Barriers (mental block) Intellectual (past experiences) |
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Deep Dive PRocess
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1-Problem Finding
2-Gather relevant info 3-idea generation 4-idea evaluation 5-teams-idea elaboration 6-Combine concepts 7-final product |
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Cougers Problem solving model
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1)problem definition
2-compiling relevant info 3-generate idea 4-evaluate ideas 5-develop plan |
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compare problem finding stages of CPS and MKT
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1) Problem ID=analyze marketing opportunities
2)Problem delineation=select target mkt 3)Info gather=mkt research and info. systems |
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compare solution finding of CPS and MKT
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1) Idea generation 2) Idea evaluation and refinement = developing MKT MIX (poduct, distribution, price, promotion)
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compare solution implementing of CPS and MKT
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idea implementing=managing the MKTing effort
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The perceived dissatisfaction w the performance of existing things (products) or processes (services)
-a fault finding approach to problem identification |
creative (constructive) discontent
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Bug List Procedure
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1)each group member lists 5 to 10 problems w a good/service
2)consolidate list 3)vote on bugs to resolve 4)brainstorm way to resolve |
