Work

Modeling the Determinants and Effects of Creativity in Advertising

Year: 2007

Type: article

Abstract: Consumer perceptions of advertising creativity are investigated in a series of studies beginning with scale development and ending with comprehensive model testing. Results demonstrate that perceptions of ad creativity are determined by the interaction between divergence and relevance, and that overall creativity mediates their effects on consumer processing and response.

Source: Marketing Science

DOI: 10.1287/mksc.1070.0272

Authors: Robert E. Smith, Scott B. MacKenzie, Xiaojing Yang, Laura M. Buchholz, William K. Darley

Institutions: Indiana University Bloomington, Indiana University, University of Wisconsin–Milwaukee, University of Toledo

Language: English

Topic: Marketing and Advertising Strategies

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: green

Funder: Kelley School of Business, Indiana University

OpenAlex ID: W1973559050

FWCI: 10.63

Cites: 27

Cited by: 309

Related to: 10