Modeling the Determinants and Effects of Creativity in Advertising

Robert E. Smith · SCOTT B. MACKENZIE · Xiaojing Yang · Laura M. Buchholz · William K. Darley

309 citations0/0 files storedMarketing Science

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Marketing and Advertising Strategies Creativity in Education and Neuroscience Advertising and Communication Studies

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.

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References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 1988Structural equation modeling in practice: A review and recommended two-step approach.2003A Critical Review of Construct Indicators and Measurement Model Misspecification in Marketing and Consumer Research 2001Index Construction with Formative Indicators: An Alternative to Scale Development 1950Creativity.1996Motivated closing of the mind: "Seizing" and "freezing."1988Creativity syndrome: Integration, application, and innovation.2005The Problem of Measurement Model Misspecification in Behavioral and Organizational Research and Some Recommended Solutions.

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