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Future Directions for Advertising Creativity Research
16 references·12 citing·51 second hop
Future Directions for Advertising Creativity Research (2019)Future Directions for Advertising Creativ…Making ads less complex, yet more creative and persuasive: the effects of conventional metaphors and irony in print advertising (2015)Making ads less complex, yet …Torrance Tests of Creative Thinking (2012)Torrance Tests of Creative Th…The Standard Definition of Creativity (2012)The Standard Definition of Cr…Creativity (2009)CreativityThe Impact of Advertising Creativity on the Hierarchy of Effects (2008)The Impact of Advertising Cre…The ad creativity cube: conceptualization and initial validation (2007)The ad creativity cube: conce…RECALL AND PERSUASION: Does Creative Advertising Matter? (2005)RECALL AND PERSUASION: Does C…The effectiveness of creativity training: A quantitative review (2004)The effectiveness of creativi…Assessing Advertising Creativity Using the Creative Product Semantic Scale (2001)Assessing Advertising Creativ…Understanding, Measuring, and Using Brand Equity (1996)Understanding, Measuring, and…Investing in creativity. (1996)Investing in creativity.A Theory of Individual Creative Action in Multiple Social Domains (1996)A Theory of Individual Creati…Explaining Creativity: The Attributional Perspective (1995)Explaining Creativity: The At…Copywriters' Implicit Theories of Communication: An Exploration (1995)Copywriters' Implicit Theorie…Judgments of originality and appropriateness as predictors of creativity (1993)Judgments of originality and …Intelligence, creativity, and their educational implications (1968)Intelligence, creativity, and…Harmony or Discord? The Intersection of Generative AI and Human Creativity in Advertising (2025)Harmony or Discord? The Inter…Driving Impact through Inclusive Advertising: An Examination of Award-Winning Gender-Inclusive Advertising (2023)Driving Impact through Inclus…The power of creative advertising: creative ads impair recall and attitudes toward other ads (2022)The power of creative adverti…The influence of creative packaging design on customer motivation to process and purchase decisions (2022)The influence of creative pac…Managing Creativity in the Age Of Data-Driven Marketing Communication (2022)Managing Creativity in the Ag…Asking Questions of AI Advertising: A Maieutic Approach (2022)Asking Questions of AI Advert…Advertising creativity and its effects: a meta-analysis of the moderating role of modality (2022)Advertising creativity and it…Preparing for an Era of Deepfakes and AI-Generated Ads: A Framework for Understanding Responses to Manipulated Advertising (2021)Preparing for an Era of Deepf…Measuring the Role of Uniqueness and Consistency to Develop Effective Advertising (2021)Measuring the Role of Uniquen…Is Creative Description Always Effective in Purchase Intention? The Construal Level Theory as a Moderating Effect (2021)Is Creative Description Alway…Fear in Adland: How Client Risk Aversion and Agency Clientelism Limit the Development of Great Creative Campaigns (2021)Fear in Adland: How Client Ri…Ad creativity in a negative context: How a thanking message frame enhances purchase intention in times of crisis (2021)Ad creativity in a negative c…On Knowing: Essays for the Left Hand (1963)Creativity, Intelligence, and Personality (1981)Creativity syndrome: Integration, application, and innovation. (1988)Commentary: Divergent thinking is not synonymous with creativity. (2008)Divergent Thinking, Creativity, and Ideation (2010)The achievement motive (1953)Toward a Psychology of Being (1962)The Social Psychology of Creativity (1983)Sparkling Fountains or Stagnant Ponds: An Integrative Model of Creativity and Innovation Implementation in Work Groups (2002)INTRAGROUP CONFLICT IN ORGANIZATIONS: A CONTINGENCY PERSPECTIVE ON THE CONFLICT-OUTCOME RELATIONSHIP (2003)Multicultural experience enhances creativity: The when and how. (2008)Self-Perception Theory (1972)Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research (1975)The case for motivated reasoning. 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(1979)Metaphors We Live By (2003)Climate for Creativity: A Quantitative Review (2007)Classroom contexts for creativity (2014)Creativity, Critical Thinking, Communication, and Collaboration: Assessment, Certification, and Promotion of 21st Century Skills for the Future of Work and Education (2023)Creativity. (1950)APA Dictionary of Psychology (2007)Intelligence, creativity, and cognitive control: The common and differential involvement of executive functions in intelligence and creativity (2014)Creative Cognition and Brain Network Dynamics (2015)Potential Originality and Effectiveness: The Dynamic Definition of Creativity (2016)Human Inference: Strategies and Shortcomings of Social Judgment. (1981)The Persuasion Knowledge Model: How People Cope with Persuasion Attempts (1994)The role of transportation in the persuasiveness of public narratives. (2000)False idols: Unpacking the opportunities and challenges of falsity in the context of virtual influencers (2022)Deepfakes, Misinformation, and Disinformation in the Era of Frontier AI, Generative AI, and Large AI Models (2023)A Systematic Literature Review on Sustainability Integration and Marketing Intelligence in the Era of Artificial Intelligence (2025)Research in Organizational Behavior. (1986)ASSESSING THE WORK ENVIRONMENT FOR CREATIVITY. (1996)Self-determination theory and the facilitation of intrinsic motivation, social development, and well-being. (2000)The Bias Against Creativity (2011)Rewriting the Language of Creativity: The Five A's Framework (2012)Research on Workplace Creativity: A Review and Redirection (2014)The Creativity Crisis: The Decrease in Creative Thinking Scores on the Torrance Tests of Creative Thinking (2011)EEG alpha power and creative ideation (2012)Creativity and academic achievement: A meta-analysis. 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References

  • 2012The Standard Definition of Creativity3,864 cited
  • 2009Creativity1,471 cited
  • 1996A Theory of Individual Creative Action in Multiple Social Domains1,334 cited
  • 1996Investing in creativity.1,241 cited
  • 2004The effectiveness of creativity training: A quantitative review1,129 cited
  • 2012Torrance Tests of Creative Thinking718 cited
  • 1968Intelligence, creativity, and their educational implications604 cited
  • 2008The Impact of Advertising Creativity on the Hierarchy of Effects334 cited
  • 1993Judgments of originality and appropriateness as predictors of creativity309 cited
  • 2005RECALL AND PERSUASION: Does Creative Advertising Matter?283 cited
  • 1995Explaining Creativity: The Attributional Perspective260 cited
  • 1996Understanding, Measuring, and Using Brand Equity231 cited
  • 1995Copywriters' Implicit Theories of Communication: An Exploration228 cited
  • 2007The ad creativity cube: conceptualization and initial validation192 cited
  • 2001Assessing Advertising Creativity Using the Creative Product Semantic Scale158 cited
  • 2015Making ads less complex, yet more creative and persuasive: the effects of conventional metaphors and irony in print advertising

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129 cited

Cited by

  • 2021Preparing for an Era of Deepfakes and AI-Generated Ads: A Framework for Understanding Responses to Manipulated Advertising343 cited
  • 2022The influence of creative packaging design on customer motivation to process and purchase decisions89 cited
  • 2022Asking Questions of AI Advertising: A Maieutic Approach46 cited
  • 2023Driving Impact through Inclusive Advertising: An Examination of Award-Winning Gender-Inclusive Advertising44 cited
  • 2021Measuring the Role of Uniqueness and Consistency to Develop Effective Advertising33 cited
  • 2021Ad creativity in a negative context: How a thanking message frame enhances purchase intention in times of crisis28 cited
  • 2025Harmony or Discord? The Intersection of Generative AI and Human Creativity in Advertising24 cited
  • 2021Fear in Adland: How Client Risk Aversion and Agency Clientelism Limit the Development of Great Creative Campaigns21 cited
  • 2021Is Creative Description Always Effective in Purchase Intention? The Construal Level Theory as a Moderating Effect17 cited
  • 2022Advertising creativity and its effects: a meta-analysis of the moderating role of modality15 cited
  • 2022The power of creative advertising: creative ads impair recall and attitudes toward other ads13 cited
  • 2022Managing Creativity in the Age Of Data-Driven Marketing Communication13 cited