Article2014

The Power of Creative Advertising and Consumers’ Perceived Risk

20 citations0/0 files storedJournal of Promotion Management

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Marketing and Advertising Strategies Consumer Behavior and Marketing Influence Consumer Behavior in Brand Consumption and Identification

Abstract

Despite the growing importance of creative advertising as an effective marketing tool, little is known about the process through which it influences preexisting attitudes for familiar brands and factors that moderate its effectiveness. To fill this gap, A 2 advertising type (creative vs. normal) by 2 product category (high risk vs. low risk) experiment was conducted. Four creative ads and four normal ads were developed for some familiar brands and were exhibited for participants. Results indicate that creative ads significantly lead to more favorable ad credibility, ad attitude, brand attitude, and purchase intention than normal ads. Perceived product risk was found to moderate the effectiveness of creative ads.

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References

2025Advances in Consumer Research 1995Mood and judgment: The affect infusion model (AIM).1989An Empirical Examination of the Structural Antecedents of Attitude toward the Ad in an Advertising Pretesting Context 2004Measuring Attitude toward the Brand and Purchase Intentions 1999Consumer perceived risk: conceptualisations and models 2003Determinants of user acceptance of Internet banking: an empirical study 1989An Empirical Examination of the Structural Antecedents of Attitude toward the Ad in an Advertising Pretesting Context 2000The Impact of Corporate Credibility and Celebrity Credibility on Consumer Reaction to Advertisements and Brands

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