Modeling the Determinants and Effects of Creativity in Advertising

Robert E. Smith; Scott B. MacKenzie; Xiaojing Yang; Laura M. Buchholz; William K. Darley

doi:10.1287/mksc.1070.0272

Modeling the Determinants and Effects of Creativity in Advertising

Robert E. Smith¹; Scott B. MacKenzie¹; Xiaojing Yang²; Laura M. Buchholz¹; William K. Darley³

¹ Department of Marketing, Kelley School of Business, Indiana University, Tenth and Fee Lane, Bloomington, Indiana 47405 · ² Department of Marketing, Sheldon B. Lubar School of Business, University of Wisconsin–Milwaukee, P.O. Box 413, 2200 E. Kenwood Boulevard, Milwaukee, Wisconsin 53201-0413 · ³ College of Business Administration, Marketing & International Business, University of Toledo, 2801 Bancroft, Toledo, Ohio 43606-3390

Marketing Science 2007

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.

DOI: 10.1287/mksc.1070.0272
Volume: 26 (6)
Pages: 819-833
Language: en
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Sources: crossref