Modeling the Determinants and Effects of Creativity in Advertising

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.

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Year of publication:	2007
Authors:	Smith, Robert E. ; MacKenzie, Scott B. ; Yang, Xiaojing ; Buchholz, Laura M. ; Darley, William K.
Published in:	Marketing Science. - Institute for Operations Research and the Management Sciences - INFORMS, ISSN 0732-2399. - Vol. 26.2007, 6, p. 819-833
Publisher:	Institute for Operations Research and the Management Sciences - INFORMS
Subject:	creativity \| divergence \| advertising \| relevance \| measurement \| latent variable models

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Extent:	application/pdf
Type of publication:	Article
Other identifiers:	10.1287/mksc.1070.0272 [DOI]
Source:	RePEc - Research Papers in Economics

Persistent link: https://www.econbiz.de/10008787583