The aim of this study is to describe naive conceptions of creativity and offer some explanation for their variability. Two methods are used to analyze conceptions of creativity. The first one consists of analyzing adjectives that are associated by naive judges with the notion of creativity of an advertisement. The second one consists of predicting the evaluation of creative level of advertisements by naive judges, through the assessment of dimensions such as the originality of these advertisements or the quality of their design. Results show that with both methods, originality is always the most characteristic dimension of creativity. Moreover, the results show that the variability of the importance given to the dimensions of creativity is linked to certain characteristics of judges. In particular, factor g is positively related to the weight given to originality in creativity. A personality trait, preference for novelty, is also positively associated with greater weight for originality in creativity judgments. (Contains 5 tables.)