To provide a future vision of alternative viewpoints moving forward in creativity research, four different perspectives are offered. The first perspective, "Wildfire 2008: Creativity with a Human Touch," offers surprising humanistic and individualistic practitioner insights from breakthrough campaigns. The second viewpoint, "Creative and Effective Advertising: Balancing Spontaneity and Discipline," emphasizes the role of discipline in developing creative advertising that is effective while still being spontaneous. The third perspective, "Defining the Necessary Components of Creative, Effective Ads," provides a functional model of how creativity works in ads. In the last viewpoint, "The Concept of ‘Imaginative Intensity’ in Advertising," an imaginative intensity concept is offered for future research consideration as the role of the consumer, agency, and clients change.

The explosion of new technologies is revolutionizing the retail environment. Yet, not all consumers choose to use the new technologies nor do all consumers see these changes as improvements. In this research, we explore usage patterns and benefits of using self-service technologies (SSTs) based on a sample of 823 consumers. We also assess the influence of individual characteristics, specifically technology anxiety (TA) and particular demographics, on SST usage patterns and satisfaction levels. The findings indicate that respondents with higher levels of TA use fewer SSTs and that TA is a better, more consistent predictor of SST usage than are demographic variables. In addition, TA was found to influence overall levels of satisfaction, intentions to use the SST again and the likelihood of participating in positive word-of-mouth for those consumers who had an initially satisfying experience.