Divergent versus relevant ads : how creative ads affect purchase intention for new products

Hui Jiang, Paul R. Messinger, Yifei Liu, Zhibin Lu, Shuiqing Yang, and Gang Li

Year of publication:	2024
Authors:	Jiang, Hui ; Messinger, Paul R. ; Liu, Yifei ; Lu, Zhibin ; Yang, Shuiqing ; Li, Gang
Subject:	advertising creativity \| product newness \| self-referencing \| purchase intention \| new products \| narrative processing \| analytical processing \| Kreativität \| Creativity \| Werbung \| Advertising \| Produktentwicklung \| New product development \| Konsumentenverhalten \| Consumer behaviour \| Werbewirkung \| Advertising effects \| Innovation \| Kaufentscheidung \| Purchase decision

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