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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 consumer processing and response. History: This paper was received August 3, 2005, and was with the authors 8 months for 3 revisions; processed by Gerard J. Tellis.
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... Creativity is a fundamental component of advertising. Marketers invest their resources, including time, money, and labor (Benoit and Miller 2019), to create innovative and effective advertisements (Baack, Wilson, and Till 2008;Smith, Chen, and Yang 2008;Smith et al. 2007). The concept of creativity has been extensively studied in the fields of organizational behavior, psychology, and marketing (Sasser and Koslow 2008). ...
... it contributes to the unusualness of the ads (Smith & Yang, 2004). As literature takes into account the novelty, imaginativeness, originality, and unexpectedness as features of creativity (Ang & Low, 2000;2007;Kover et al., 1995), the definition of divergence ultimately incorporates all these elements as part of the divergence (Smith et al., 2007). Experiential, transformational or hedonic appeals discussed in the context of advertising effectiveness in emerging markets (Chiou, 2002;Zarantonello et al., 2013) also may be covered under the divergence in ads. ...
... Divergence in marketing communication is also reported to create a differentiation for a brand amongst the clutter (Stuhlfaut & Windels, 2015). The dimensions of divergence, according to Smith et al. (2007), are consumers" judgment on fluency, flexibility, originality, elaboration, synthesis, and artistic values in the advertisement (Stuhlfaut & Windels, 2015). ...
... Los gerentes de marca y los minoristas de todo el mundo utilizan envases innovadores como una importante herramienta de marketing (Togawa et al., 2019) para señalar el significado y la calidad de la marca (Karjalainen y Snelders, 2010;Orquin et al., 2019). Los investigadores y profesionales coinciden en que el packaging creativo es un elemento esencial para atraer la atención del cliente y el éxito resultante en un mercado abarrotado (Smith et al., 2007;Yang y Smith, 2009). ...
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