Individual Characteristics and Creativity in the Marketing Classroom: Exploratory Insights

Abstract

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.