http://mtq.sagepub.com Marketing Theory DOI: 10.1177/1470593104044086 2004; 4; 31 Marketing Theory Robert E. Smith and Xiaojing Yang Divergence Toward a General Theory of Creativity in Advertising: Examining the Role of http://mtq.sagepub.com/cgi/content/abstract/4/1-2/31 The online version of this article can be found at: Published by: http://www.sagepublications.com can be found at: Marketing Theory Additional services and information for http://mtq.sagepub.com/cgi/alerts Email Alerts: http://mtq.sagepub.com/subscriptions Subscriptions: http://www.sagepub.com/journalsReprints.nav Reprints: http://www.sagepub.co.uk/journalsPermissions.nav Permissions: http://mtq.sagepub.com/cgi/content/refs/4/1-2/31 Citations at SAGE Publications on May 20, 2009 http://mtq.sagepub.com Downloaded from