TITLE

Modeling the Determinants and Effects of Creativity in Advertising

AUTHOR(S)
Smith, Robert E.; MacKenzie, Scott B.; Xiaojing Yang; Buchholz, Laura M.; Darley, William K.
PUB. DATE
November 2007
SOURCE
Marketing Science;Nov/Dec2007, Vol. 26 Issue 6, p819
SOURCE TYPE
Academic Journal
DOC. 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.
ACCESSION #
29324712

 

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