Modeling the Determinants and Effects of Creativity in Advertising

Robert E. Smith (), Scott B. MacKenzie (), Xiaojing Yang (), Laura M. Buchholz () and William K. Darley ()
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Robert E. Smith: Department of Marketing, Kelley School of Business, Indiana University, Tenth and Fee Lane, Bloomington, Indiana 47405
Scott B. MacKenzie: Department of Marketing, Kelley School of Business, Indiana University, Tenth and Fee Lane, Bloomington, Indiana 47405
Xiaojing Yang: 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
Laura M. Buchholz: Department of Marketing, Kelley School of Business, Indiana University, Tenth and Fee Lane, Bloomington, Indiana 47405
William K. Darley: College of Business Administration, Marketing & International Business, University of Toledo, 2801 Bancroft, Toledo, Ohio 43606-3390

Marketing Science, 2007, vol. 26, issue 6, 819-833

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.

Keywords: creativity; divergence; advertising; relevance; measurement; latent variable models (search for similar items in EconPapers)
Date: 2007
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Citations: View citations in EconPapers (43)

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Persistent link: https://EconPapers.repec.org/RePEc:inm:ormksc:v:26:y:2007:i:6:p:819-833

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