Spot-on creativity : creativity biases and their differential effects on consumer responses in (non-)real-time marketing
Komala Mazerant & Lotte M. Willemsen & Peter C. Neijens & Guda van Noort
| Year of publication: |
2021
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|---|---|
| Authors: | Mazerant, Komala ; Willemsen, Lotte M. ; Neijens, Peter C. ; Noort, Guda van |
| Published in: |
Journal of interactive marketing : a quarterly publication from the Direct Marketing Educational Foundation. - Thousand Oaks, CA : SAGE Publishing, ISSN 1094-9968, ZDB-ID 1424950-9. - Vol. 53.2021, p. 15-31
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| Subject: | Craftsmanship | Creativity | Creativity biases | Meaningfulness | Originality | Real-time marketing | Social media | Kreativität | Social Web | Social web | Konsumentenverhalten | Consumer behaviour |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.intmar.2020.06.004 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012502841