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Advertising Creativity: The Role of Divergence Versus Meaningfulness
16 references·16 citing·45 second hopsampled
Advertising Creativity: The Role of Divergence Versus Meaningfulness (2014)Advertising Creativity: The Role of Diver…Creativity in context (2009)Creativity in contextCombining effect size estimates in meta-analysis with repeated measures and independent-groups designs. (2002)Combining effect size estimat…Meta-analysis of experiments with matched groups or repeated measures designs. (1996)Meta-analysis of experiments …The Voice of the Customer (1993)The Voice of the CustomerMeasurement of Consumer Susceptibility to Interpersonal Influence (1989)Measurement of Consumer Susce…Structural equation modeling in practice: A review and recommended two-step approach. (1988)Structural equation modeling …Creativity, divergent thinking, and openness to experience. (1987)Creativity, divergent thinkin…Self-Reports in Organizational Research: Problems and Prospects (1986)Self-Reports in Organizationa…The social psychology of creativity: A componential conceptualization. (1983)The social psychology of crea…Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement (1983)Central and Peripheral Routes…STRUCTURAL EQUATION MODELS WITH UNOBSERVABLE VARIABLES AND MEASUREMENT ERROR (1981)STRUCTURAL EQUATION MODELS WI…Evaluating Structural Equation Models with Unobservable Variables and Measurement Error (1981)Evaluating Structural Equatio…Translation and content analysis of oral and written materials (1980)Translation and content analy…Back-Translation for Cross-Cultural Research (1970)Back-Translation for Cross-Cu…The structure of intellect. (1956)The structure of intellect.Creativity. (1950)Creativity.Harmony or Discord? The Intersection of Generative AI and Human Creativity in Advertising (2025)Harmony or Discord? The Inter…The form of AI-driven luxury: how generative AI (GAI) and Large Language Models (LLMs) are transforming the creative process (2024)The form of AI-driven luxury:…Divergent Versus Relevant Ads: How Creative Ads Affect Purchase Intention for New Products (2023)Divergent Versus Relevant Ads…Can a meta sustainability label facilitate more sustainable consumer choices? (2023)Can a meta sustainability lab…The influence of creative packaging design on customer motivation to process and purchase decisions (2022)The influence of creative pac…Creativity in marketing: Examining the intellectual structure using scientometric analysis and topic modeling (2022)Creativity in marketing: Exam…Asking Questions of AI Advertising: A Maieutic Approach (2022)Asking Questions of AI Advert…Exploring the Meaning of Organizational Purpose at a New Dawn: The Development of a Conceptual Model Through Expert Interviews (2021)Exploring the Meaning of Orga…The Key to 360-Degree Video Advertising: An Examination of the Degree of Narrative Structure (2019)The Key to 360-Degree Video A…Impairment effects of creative ads on brand recall for other ads (2019)Impairment effects of creativ…Future Directions for Advertising Creativity Research (2019)Future Directions for Adverti…Ad Creativity via Augmented Reality Technology in Online Video Ads: the Differential Role of Novelty, Message Usefulness, and Ad-Consumer Association (2019)Ad Creativity via Augmented R…Consumer imagination in marketing: a theoretical framework (2017)Consumer imagination in marke…Do Marketing Clients Really Get the Advertising They Deserve? The Trade-Off Between Strategy and Originality in Australian and New Zealand Agencies (2015)Do Marketing Clients Really G…Creative That Sells: How Advertising Execution Affects Sales (2015)Creative That Sells: How Adve…Advertising to businesses: Does creativity matter? (2015)Advertising to businesses: Do…Statistical principles in experimental design. (1962)Design and Analysis: A Researcher's Handbook (1975)Statistical Methods for Meta-Analysis (1988)Patterns of mean-level change in personality traits across the life course: A meta-analysis of longitudinal studies. (2006)Estimating Effect Sizes From Pretest-Posttest-Control Group Designs (2007)A Meta-Analysis of Factors Affecting Trust in Human-Robot Interaction (2011)Construct validity in psychological tests. (1955)Review of Psychometric theory (2nd ed.). (1979)Significance tests and goodness of fit in the analysis of covariance structures. (1980)The Commitment-Trust Theory of Relationship Marketing (1994)PLS-SEM: Indeed a Silver Bullet (2011)A new criterion for assessing discriminant validity in variance-based structural equation modeling (2014)Motivation reconsidered: The concept of competence. (1963)Effects of externally mediated rewards on intrinsic motivation. (1971)Human Problem Solving (1972)Social psychology of creativity: A consensual assessment technique. (1982)Creativity syndrome: Integration, application, and innovation. (1988)Motivating Creativity in Organizations: On Doing What You Love and Loving What You Do (1997)Leadership: The Cutting Edge. (1979)Organizational citizenship behavior: Its nature and antecedents. (1983)Research in Organizational Behavior. (1986)Accounting for common method variance in cross-sectional research designs. (2001)Common method biases in behavioral research: A critical review of the literature and recommended remedies. (2003)Sources of Method Bias in Social Science Research and Recommendations on How to Control It (2011)Understanding Attitudes and Predicting Social Behavior (1980)The Elaboration Likelihood Model of Persuasion (1986)The Persuasion Knowledge Model: How People Cope with Persuasion Attempts (1994)Communication and Persuasion: Central and Peripheral Routes to Attitude Change (2015)A Theory of Cognitive Dissonance (2017)The teacher's word book of 30,000 words. (1945)Toward a Science of Translating (1964)Cross-cultural adaptation of health-related quality of life measures: Literature review and proposed guidelines (1993)A Measure of Subjective Happiness: Preliminary Reliability and Construct Validation (1999)Consumer Acceptance and Use of Information Technology: Extending the Unified Theory of Acceptance and Use of Technology1 (2012)Inside the black box of regional development--human capital, the creative class and tolerance (2008)Fifty Years of Empirical Studies of Innovative Activity and Performance (2010)Creativity and tourism (2011)Individualism and collectivism: Cross-cultural perspectives on self-ingroup relationships. (1988)Authentic Leadership: Development and Validation of a Theory-Based Measure† (2007)Linking Empowering Leadership and Employee Creativity: The Influence of Psychological Empowerment, Intrinsic Motivation, and Creative Process Engagement (2010)On the Evaluation of Structural Equation Models (1988)When to use and how to report the results of PLS-SEM (2018)A Meta-Analysis of Personality in Scientific and Artistic Creativity (1998)Beyond Big and Little: The Four C Model of Creativity (2009)The Standard Definition of Creativity (2012)
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References

  • 1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error108,884 cited
  • 1988Structural equation modeling in practice: A review and recommended two-step approach.41,858 cited
  • 1986Self-Reports in Organizational Research: Problems and Prospects17,092 cited
  • 1970Back-Translation for Cross-Cultural Research14,051 cited
  • 1983Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement4,602 cited
  • 1983The social psychology of creativity: A componential conceptualization.4,030 cited
  • 1950Creativity.3,585 cited
  • 1980Translation and content analysis of oral and written materials3,570 cited
  • 2002Combining effect size estimates in meta-analysis with repeated measures and independent-groups designs.2,491 cited
  • 2009Creativity in context2,435 cited
  • 1989Measurement of Consumer Susceptibility to Interpersonal Influence2,228 cited
  • 1993The Voice of the Customer1,969 cited
  • 1987Creativity, divergent thinking, and openness to experience.1,768 cited
  • 1996Meta-analysis of experiments with matched groups or repeated measures designs.1,689 cited
  • 1956The structure of intellect.1,553 cited

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  • 1981STRUCTURAL EQUATION MODELS WITH UNOBSERVABLE VARIABLES AND MEASUREMENT ERROR1,167 cited
  • Cited by

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    • 2022Creativity in marketing: Examining the intellectual structure using scientometric analysis and topic modeling53 cited
    • 2015Creative That Sells: How Advertising Execution Affects Sales49 cited
    • 2022Asking Questions of AI Advertising: A Maieutic Approach46 cited
    • 2017Consumer imagination in marketing: a theoretical framework44 cited
    • 2019Ad Creativity via Augmented Reality Technology in Online Video Ads: the Differential Role of Novelty, Message Usefulness, and Ad-Consumer Association39 cited
    • 2024The form of AI-driven luxury: how generative AI (GAI) and Large Language Models (LLMs) are transforming the creative process38 cited
    • 2023Can a meta sustainability label facilitate more sustainable consumer choices?34 cited
    • 2021Exploring the Meaning of Organizational Purpose at a New Dawn: The Development of a Conceptual Model Through Expert Interviews34 cited
    • 2015Do Marketing Clients Really Get the Advertising They Deserve? The Trade-Off Between Strategy and Originality in Australian and New Zealand Agencies29 cited
    • 2019Impairment effects of creative ads on brand recall for other ads28 cited
    • 2023Divergent Versus Relevant Ads: How Creative Ads Affect Purchase Intention for New Products25 cited
    • 2025Harmony or Discord? The Intersection of Generative AI and Human Creativity in Advertising24 cited