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Modeling the Determinants and Effects of Creativity in Advertising
Abstract and Figures
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). ...
Las empresas universitarias deben posicionar los proyectos productivos generados de la investigación en el mercado contemporáneo. Con el diseño de tipo cualitativo a través del método de investigación-acción-participativa basado en un estudio de caso en alta dirección en mercadotecnia con un grupo de profesores investigadores en las áreas de ciencias básicas y económico-administrativas, se responde: ¿Qué estrategias y habilidades de alta dirección en mercadotecnia se aplican en la gestión del empaque y embalaje para potenciar la competitividad de la imagen de marca en productos artesanales derivados del cacao dentro del sector de salud y bienestar en cosmetología? Esto permite identificar factores que conducen a la competencia técnica y de dirección del marketing en las habilidades de proceso, habilidades de gestión de proyectos, alineación de habilidades con las necesidades, habilidades de equipo y sensibilidad al diseño, a través de la revisión de la literatura. Para las empresas universitarias generar la capacidad de respuesta a los deseos y necesidades de los clientes, así como de garantizar una vinculación institucional en mejora de conocimientos entre los grupos de trabajo y las habilidades de la empresa en marketing, investigación + diseño e ingeniería y fabricación.
The goal of this research is to investigate the elements impacting customers' attitudes about pay-per-click advertising. The data sample size is 369 gathered in Raipur, central India. The factors impacting consumer attitude towards advertising were identified and confirmed using SPSS and AMOS. Additionally, AMOS was used to analyse the connection between these factors and their relative strength in relation to consumer attitude towards pay-per-click advertising. Creativeness, credibility, entertainment, and informativeness are the four belief variables that this research found to have a substantial impact on consumers' attitudes towards pay-per-click advertising. When it comes to consumers' attitudes towards pay-per-click adver
Edible insects have attracted attention in recent years as part of the search for sustainable food sources worldwide. With both their nutritional value and environmental benefits, these small creatures have great food potential for humanity. This book, titled "From Insects to Food: Generation Z and the Perception of Edible Insects", includes the characteristics of Generation Z and the consumption trends of Generation Z, the history of edible insects, their use as alternative food, nutritional values, the perspective of religious beliefs on edible insects, the concept of perception and the perception of edible insects. Edible insects are evaluated by taking into account personal differences. The author of the book has in-depth knowledge of edible insects and presents a comprehensive study that thoroughly examines the research in this field and their use in world cuisines. Edible insects stand out as an important source of solution against the future food crisis. These insects, which are extremely rich in protein, vitamins, minerals and fiber, offer a more environmentally friendly and sustainable alternative to traditional animal husbandry. This book provides information on many topics such as how insects are used as food in different cultures, what the perceptions of these creatures are in different societies, the potential benefits and negative effects of this food source on human health, and its practical uses. "From Insects to Food: Generation Z and the Perception of Edible Insects" is not only a scientific research, but also a comprehensive guide that examines the historical development of edible insects and examines them from a general perspective. It appeals to every reader who wants to create both academic and social awareness. It will be a valuable reference source for those who want to understand the perceptual transformation of insects and the role of Generation Z in this process. If you want to review your eating habits and discover innovative and healthy options, this book will be exactly the source you are looking for.
Purpose
In the digital era, creativity is pivotal in marketing, particularly in advertising, where mobile short-video advertising (MSA) has surged in popularity. However, the mechanism of how advertising creativity influences consumer decision-making remains understudied. We scrutinize how MSAs’ creativity influences consumers' purchase and sharing intentions.
Design/methodology/approach
This study uses 40 selected creative MSAs to collect a total of 666 valid questionnaires.
Findings
The results show that the exertion of creativity in MSAs positively impacts consumer intentions through perceived surprises and mental simulation, with the optimal stimulus level moderating these effects.
Practical implications
Our findings provide practical recommendations for brands and advertisers, mainly in terms of the impact of advertising creativity on advertising content strategy, helping them to create effective advertising to capture market and traffic by focusing on the content (relevance) and format (novelty) of advertising.
Originality/value
This study conducted in-depth research using the cognitive-affective-behavior (CAB) paradigm, integrated with mental simulation theory and the optimum stimulation level theory. Innovatively, we developed a model of the consumer decision-making process based on creativity, which enhances the research on the mechanisms underlying the consumer decision-making process.
Many researchers have demonstrated the existence of an attraction effect that increases the choice probability of an existing ''target'' brand by the introduction of a relatively inferior ''decoy'' brand. This study develops a causal model that links antecedent variables with the attraction effect, We find that the attraction effect is explained to a considerable extent by changes in the following seven variables: (1) information relevance or stimulus meaningfulness, (2) product class knowledge, (3) task involvement, (4) perceived similarity between decoy and target, (5) relative brand preference, (6) share captured by decoy brand, and (7) perceived decoy popularity. The overall results were consistent across product classes studied, which included beer, cars, and TV sets. The popularity explanation for attraction effect, alluded to by Huber, Payne, and Puto (1982), was tested and found to hold true.
Creativity is an underresearched topic in consumer behavior, yet integral in many instances of consumer problem solving. Two experiments were conducted to investigate antecedents and consequences of creativity in a consumption context. The results indicate that both situational factors (i.e., time constraints, situational involvement) and person factors (i.e., locus of control, metaphoric thinking ability) affect creative consumption and that some of these variables have interactive influences. The results also show that acting creatively enhances positive affect.
The authors provide a framework and a set of research propositions that capture and extend current theory on information processing from advertisements. The integrative attitude formation model includes antecedent levels of ability, motivation, and opportunity (AMO), processing of brand information, cognitive and emotional responses, brand attitude formation processes, and brand attitude. Key features of the framework are (1) a more complete, integrative discussion of needs and motivation, (2) a more precise specification of processing mechanisms than currently is proposed in two-routes-to-persuasion models, (3) inclusion of a new typology of emotional and cognitive responses explicitly linked to the levels of brand processing, and (4) a discussion of how alternative attitude formation models correspond to each level of brand processing. To assess the relative advantage of the framework, the authors compare the model with previous integrative models and discuss its implications for related research streams.
The subject of creativity has been neglected by psychologists. The immediate problem has two aspects. (1) How can we discover creative promise in our children and our youth, (2) How can we promote the development of creative personalities. Creative talent cannot be accounted for adequately in terms of I.Q. A new way of thinking about creativity and creative productivity is seen in the factorial conceptions of personality. By application of factor analysis a fruitful exploratory approach can be made. Carefully constructed hypotheses concerning primary abilities will lead to the use of novel types of tests. New factors will be discovered that will provide us with means to select individuals with creative personalities. The properties of primary abilities should be studied to improve educational methods and further their utilization. (PsycINFO Database Record (c) 2012 APA, all rights reserved)
In this paper a method of estimating the parameters of a set of regression equations is reported which involves application of Aitken's generalized least-squares [1] to the whole system of equations. Under conditions generally encountered in practice, it is found that the regression coefficient estimators so obtained are at least asymptotically more efficient than those obtained by an equation-by-equation application of least squares. This gain in efficiency can be quite large if “independent” variables in different equations are not highly correlated and if disturbance terms in different equations are highly correlated. Further, tests of the hypothesis that all regression equation coefficient vectors are equal, based on “micro” and “macro” data, are described. If this hypothesis is accepted, there will be no aggregation bias. Finally, the estimation procedure and the “micro-test” for aggregation bias are applied in the analysis of annual investment data, 1935–1954, for two firms.
The authors describe new developments in structural equation modeling as incorporated in LISREL V. The procedures are illustrated on data from three previous studies.
Creativity is an important component of advertising. This research examines the potential effectiveness of creative advertising in enhancing recall, brand attitude, and purchase intent. Our basic methodology compares a set of randomly selected award-winning commercials (Communication Arts) with a random sample of control commercials. The commercials were embedded in television programs and subjects for a naturalistic viewing experience. Studies 1 and 2 had aided and unaided brand and execution recall as dependent variables. For Study 3, brand attitude and purchase intent were the dependent variables of interest. Results indicated that creative commercials facilitate unaided recall, but that creativity did not enhance aided recall, purchase intent, or brand and advertisement attitude. The basic advantage of creative advertising in enhancing unaided recall was found to persist over a one-week delay.