Robert E. Smith

Indiana University Bloomington | IUB

This paper delineates some boundary conditions for the effectiveness of ad creativity on brand responses. By taking a closer look at the divergence factor—the core of creativity, we conceptually define two types of divergence (brand divergence and execution divergence) and empirically test their interactions on brand processing and responses. Incor...

Both ad creativity and ad repetition play a pivotal role in advertising strategy. It is therefore of practical and theoretical importance to understand how they interact with one another on advertising effectiveness. After reviewing existing theories, we predict three-way interactions among: divergence, relevance, and repetition over six important...

In an attempt to reconcile past modality research, Leigh (1991) used Multiple Resource Theory while emphasizing the role of audio / visual congruency and task difficulty. This paper provides an alternative interpretation by reviewing Multiple Resource Theory from an involvement perspective. Past modality studies are organized and integrated based o...

According to the “selectivity model,” females are comprehensive information processors who consider both subjective and objective product attributes, and respond to subtle cues. Conversely, males are selective information processors who tend to use heuristics processing and miss subtle cues. These predictions are tested in an experiment where males...

This paper investigates the role of involvement in determining consumer response to radio and TV commercials. After reviewing relevant literature, a summary model that focuses on the amount and type of cognitive elaboration and subsequent effects on consumer recognition of the brand and message points is presented. Hypotheses are developed that pre...

This paper presents conceptual and empirical evidence regarding consumers' cognitive responses to advertising and trial for a low-cost/risk product. Three dimensions of cognitive responses—belief strength, belief confidence, and product curiosity—are defined and examined from the perspective of expectancy-value theory. A recent expectancy-value-bas...

While creativity in advertising is a growing area of marketing research, relatively little is known about how the effects of creativity are produced. Accordingly, this research explores the basic persuasive (i.e., desire to postpone closure) and emotional (i.e., positive affect) mechanisms through which creative ads exert their influence on consume...

This study examines how advertising creativity affects consumer processing and response. First, traditional hierarchy-of-effects (HOE) models are reviewed and then augmented with new developments in advertising and persua- sion research to identify fi ve major stages: brand awareness, brand learning, accepting/rejecting ad claims, brand liking, and...

Consistent with past research and theory explaining gender differences in information processing, the empirical study reported here showed that men process two forms of marketing information (advertising and product trial) differently than women. Specifically, women are more sensitive to the comprehensiveness of the trial information, recognizing m...

Despite the widespread recognition of the importance of creativity in advertising by practitioners and scholars, no systematic research has been conducted to define ad creativity or examine how it relates to ad effectiveness. The present research attempts to fill this gap by reviewing past literature in psychology, marketing and advertising. From t...

In this article, the authors investigate the effectiveness of advertising alliances (in which two brands from different product categories are featured together in an advertisement) for introducing new brands. The authors identify degree of complementarity between the featured products, type of differentiation strategy (common versus unique adverti...

In this article, the authors investigate the effectiveness of advertising alliances (in which two brands from different product categories are featured together in an advertisement) for introducing new brands. The authors identify degree of complementarity between the featured products, type of differentiation strategy (common versus unique adverti...

This article integrates attitude and memory perspectives by examining how brand attitudes and attitude confidence decline over time. A review of the literature identifies 2 independent variables that may cause a decline in attitudes: (a) source of information (exposure to advertising or product trial) and (b) time of measurement (immediate or 1-wee...

A major goal of this study is to develop and test a structural model of trial processing to help marketers and researchers better understand the dynamics of this important stage in the purchase process. No such model exists, even though prior research has demonstrated that product trial can be an important determinant of brand beliefs and attitudes...

A major goal of this study is to develop and test a structural model of trial processing to help marketers and researchers better understand the dynamics of this important stage in the purchase process. No such model exists, even though prior research has demonstrated that product trial can be an important determinant of brand beliefs and attitudes...

Although many models of ad processing and response have been developed, most experimental tests of these models have exposed subjects only to advertising stimuli. In the marketplace, however, consumers often receive negative brand information in addition to advertising. In this study, we explored whether traditional models accurately predict ad pro...

The authors examine the role of advertising claim objectivity under central route processing conditions. Past studies are reviewed and two distinct components of claim objectivity are identified: attribute tangibility and factualness of description. Specific predictions are made concerning the effects of claim objectivity on perceived ad credibilit...

The authors examine the role of advertising claim objectivity under central route processing conditions. Past studies are reviewed and two distinct components of claim objectivity are identified: attribute tangibility and factualness of description. Specific predictions are made concerning the effects of claim objectivity on perceived ad credibilit...

Information integration theory and the integrated information response model are used to explore how consumers combine information from advertising and trial. Also investigated is the ability of attitude toward the ad to mediate advertising's effects on brand cognitions and brand attitudes after trial. An experiment is conducted in which three inde...

Information integration theory and the integrated information response model are used to explore how consumers combine information from advertising and trial. Also investigated is the ability of attitude toward the ad to mediate advertising's effects on brand cognitions and brand attitudes after trial. An experiment is conducted in which three inde...

The role of direct versus indirect experience in the attitude-behavior consistency issue is reviewed. Using a new communications model, the authors extend the direct/indirect experience paradigm to a common marketing scenario: product trial versus product advertising. The specific contributions of attitude strength and type of behavior are examined...

The role of direct versus indirect experience in the attitude-behavior consistency issue is reviewed. Using a new communications model, the authors extend the direct/indirect experience paradigm to a common marketing scenario: product trial versus product advertising. The specific contributions of attitude strength and type of behavior are examined...

This article reviews the development of advertising response theories including the hierarchy of effects and low involvement learning models. By combining concepts from several areas, a new "integrated information response model" is proposed that appears to be in close accord with existing evidence.

This article reviews the development of advertising response theories including the hierarchy of effects and low involvement learning models. By combining concepts from several areas, a new “integrated information response model” is proposed that appears to be in close accord with existing evidence.

Supreme Court decisions that have established the consumer's right to receive commercial speech are reviewed, followed by survey results showing substantial discrepancies between the attorney selection criteria that consumers rate important and those actually used. The ability of professional advertising to reduce this information gap is then discu...

Supreme Court decisions that have established the consumer's right to receive commercial speech are reviewed, followed by survey results showing substantial discrepancies between the attorney selection criteria that consumers rate important and those actually used. The ability of professional advertising to reduce this information gap is then discu...

Thesis (Ph. D.)--University of Wisconsin--Madison, 1977. Vita. Includes bibliographical references (leaves 233-239). Photocopy.

C onsumer 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 cre-ativity are determined by the interaction between divergence and relevance, and that overall creativity mediates their effects on consume...