This study investigates how individuals with different cognitive styles respond to choices involving framing effects. The results suggest that cognitive style as defined by Kirton (1976) is far more complex than previous studies indicate. Kirton characterises "Innovators" as rule breakers and "Adaptors" as conformists. The most important finding of this study is that in some decision contexts, Innovators and Adaptors exhibit similar preferences for rule breaking. In other situations, Adaptors actually prefer non-conformity in comparison to Innovators. The study analysed responses from 146 university students and professional managers to 25 binary choices involving investment decisions, job choices and travel routes. The questions were constructed to reveal significant reversals of preference related to risk and attribute based framing effects. Additionally, some questions were constructed to reveal preferences for certain operational aspects of creativity. Overall, the results suggest that framing effects may provide an important tool for unlocking individual creativity in organisations, as long as cognitive style and context are carefully taken into account. (Contains 5 tables and 16 figures.)