Exploring creative marketing thought: Divergent ideation processes and outcomes
本文提出发散营销思维模型（DMTM），整合心理学、营销学和创造力研究，揭示营销专业人员产生创造性发散构思的认知过程与结果，并提出研究命题。
Abstract Most marketing professionals deem creativity vital to successful marketing performance. However, while previous research has advanced an understanding of creative organizations, much less is known about the cognitive processes that direct the creative thinking of marketing professionals. This article presents a theoretical framework, the Divergent Marketing Thought Model (DMTM), that explores the ideation modes, processes, and outcomes involved in the generation of divergent marketing thought. The proposed model, which is based on a synthesis of research from psychology, marketing, and creativity, offers insight into specific divergent ideation processes that mediate the generation of creative marketing thought. Informed by the DMTM, several formal research propositions are advanced.