________________ Is a General Construct That Has Been Widely Researched

________________ is a general construct that has been widely researched not only in marketing but also in fields such as psychology and organizational behavior. It can be used to denote individuals (e.g., an art director at an advertising agency) , processes (e.g., design thinking methods used to brainstorm advertising campaigns) , or outputs (e.g., the actual ad executions used in a marketing campaign) .

A) Purchase behaviour
B) Creativity.
C) Originality.
D) Approprirateness.