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Psic: revista da Vetor Editora

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MUNIZ, Monalisa et al. Criterion validity evidence for the Metaphor Creation Test. Psic [online]. 2007, vol.8, n.1, pp. 21-29. ISSN 1676-7314.

The aim of this study was to investigate the criterion validity for the Metaphor Creation Test. According to the literature, the creation of metaphors is a variable associated with creativity. The initial hypothesis was that professionals who work as advertisers with the creation of advertisement would present ideas with more metaphoricity, and consequently with more creativity. The criterion group was composed by eigth advertisers, 75% male, with average age of 28. A second group was formed by 45 professionals of several areas, 67% male, with average age of 34 years. Both groups answered the Metaphor Creation Test individually. The results indicated that the criterion group presented ideas with better quality and a higher quantity of metaphors, which means they presented ideas with more metaphoricity, indicating a higher level of creativity. Therefore, a criterion validity for the Metaphor Creation Test was found.

Keywords : Creativity; Psychometrical test; Advertising.

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