IDEAS home Printed from https://ideas.repec.org/a/sae/vision/v24y2020i3p269-283.html
   My bibliography  Save this article

Modelling the Effects of Creative Advertisements on Consumers: An Empirical Study

Author

Listed:
  • Chandan A. Chavadi
  • M J Arul
  • Monika Sirothiya

Abstract

Promoting analysts and experts concur that creativity is one of the fundamental components for success in advertising. In this paper, we examine consumer perceptions and build a comprehensive model of ad (advertising) creativity. We have also enlisted the determinants of creativity and have developed a scale to measure it. Research results demonstrate that divergence and relevance factors significantly influence ad creativity and divergence is the leading factor for creativity. Further, we studied the creativity practices in the sample ds and listed the best combination of creativity dimensions which can influence purchase intentions. Another objective of this research was to examine the effects of ad creativity on consumer processing variables and consumer response variables for the Television ads. Findings indicate that creative ads significantly influence consumer processing and response variables. This study provides rating scales to advertising managers to judge the creativity of ad campaigns or of a proposed ad and furthers our understanding of relationships among the key variables. It reinforces conceptual models that give ad creativity a pivotal role in the advertising world.

Suggested Citation

  • Chandan A. Chavadi & M J Arul & Monika Sirothiya, 2020. "Modelling the Effects of Creative Advertisements on Consumers: An Empirical Study," Vision, , vol. 24(3), pages 269-283, September.
    • Handle: RePEc:sae:vision:v:24:y:2020:i:3:p:269-283
    DOI: 10.1177/0972262920926074
    as

    Download full text from publisher

    File URL: https://journals.sagepub.com/doi/10.1177/0972262920926074
    Download Restriction: no
    File URL: https://libkey.io/10.1177/0972262920926074?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Jarvis, Cheryl Burke & MacKenzie, Scott B & Podsakoff, Philip M, 2003. "A Critical Review of Construct Indicators and Measurement Model Misspecification in Marketing and Consumer Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 30(2), pages 199-218, September.
    2. Petty, Richard E & Cacioppo, John T & Schumann, David, 1983. "Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 10(2), pages 135-146, September.
    3. Heckler, Susan E & Childers, Terry L, 1992. "The Role of Expectancy and Relevancy in Memory for Verbal and Visual Information: What Is Incongruency?," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 18(4), pages 475-492, March.
    4. Stewart, David W. & Furse, David H., 2000. "Analysis of the Impact of Executional Factors on Advertising Performance," Journal of Advertising Research, Cambridge University Press, vol. 40(6), pages 85-88, December.
    5. Greenwald, Anthony G & Leavitt, Clark, 1984. "Audience Involvement in Advertising: Four Levels," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 11(1), pages 581-592, June.
    6. Richins, Marsha L & Bloch, Peter H, 1986. "After the New Wears Off: The Temporal Context of Product Involvement," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 13(2), pages 280-285, September.
    7. Peracchio, Laura A & Meyers-Levy, Joan, 1994. "How Ambiguous Cropped Objects in Ad Photos Can Affect Product Evaluations," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 21(1), pages 190-204, June.
    8. El-Murad, Jaafar & West, Douglas C., 2004. "The Definition and Measurement of Creativity: What Do We Know?," Journal of Advertising Research, Cambridge University Press, vol. 44(2), pages 188-201, June.
    9. Olivier Toubia, 2006. "Idea Generation, Creativity, and Incentives," Marketing Science, INFORMS, vol. 25(5), pages 411-425, September.
    10. Gary Erickson & Robert Jacobson, 1992. "Gaining Comparative Advantage Through Discretionary Expenditures: The Returns to R&D and Advertising," Management Science, INFORMS, vol. 38(9), pages 1264-1279, September.
    11. Robert E. Smith & Scott B. MacKenzie & Xiaojing Yang & Laura M. Buchholz & William K. Darley, 2007. "Modeling the Determinants and Effects of Creativity in Advertising," Marketing Science, INFORMS, vol. 26(6), pages 819-833, 11-12.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. William K. Darley & Jeen-Su Lim, 2023. "Advertising creativity and its effects: a meta-analysis of the moderating role of modality," Marketing Letters, Springer, vol. 34(1), pages 99-111, March.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Xiaojing Yang & Robert E. Smith, 2009. "Beyond Attention Effects: Modeling the Persuasive and Emotional Effects of Advertising Creativity," Marketing Science, INFORMS, vol. 28(5), pages 935-949, 09-10.
    2. Shukla, Paurav & Singh, Jaywant & Wang, Weisha, 2022. "The influence of creative packaging design on customer motivation to process and purchase decisions," Journal of Business Research, Elsevier, vol. 147(C), pages 338-347.
    3. Jiemiao Chen & Robert E. Smith, 2018. "The boundaries for ad creativity: effects of type of divergence and brand processing and responses," Journal of Brand Management, Palgrave Macmillan, vol. 25(6), pages 561-576, November.
    4. Niket Jindal & Leigh McAlister, 2015. "The Impacts of Advertising Assets and R&D Assets on Reducing Bankruptcy Risk," Marketing Science, INFORMS, vol. 34(4), pages 555-572, July.
    5. Robert E. Smith & Scott B. MacKenzie & Xiaojing Yang & Laura M. Buchholz & William K. Darley, 2007. "Modeling the Determinants and Effects of Creativity in Advertising," Marketing Science, INFORMS, vol. 26(6), pages 819-833, 11-12.
    6. O'Cass, A., 2000. "An assessment of consumers product, purchase decision, advertising and consumption involvement in fashion clothing," Journal of Economic Psychology, Elsevier, vol. 21(5), pages 545-576, October.
    7. Das, Kallol & Patel, Jayesh D. & Sharma, Anuj & Shukla, Yupal, 2023. "Creativity in marketing: Examining the intellectual structure using scientometric analysis and topic modeling," Journal of Business Research, Elsevier, vol. 154(C).
    8. Rosbergen, Edward & Wedel, Michel & Pieters, Rik, 1997. "Analyzing visual attention tot repeated print advertising using scanpath theory," Research Report 97B32, University of Groningen, Research Institute SOM (Systems, Organisations and Management).
    9. Tibert Verhagen & Daniel Bloemers, 2018. "Exploring the cognitive and affective bases of online purchase intentions: a hierarchical test across product types," Electronic Commerce Research, Springer, vol. 18(3), pages 537-561, September.
    10. Mark Heitmann & Andreas Herrmann, 2007. "Die Zufriedenheit mit dem Entscheidungsprozess als Determinante der Kundenbindung," Schmalenbach Journal of Business Research, Springer, vol. 59(5), pages 530-566, August.
    11. Erfgen, Carsten & Zenker, Sebastian & Sattler, Henrik, 2015. "The vampire effect: When do celebrity endorsers harm brand recall?," International Journal of Research in Marketing, Elsevier, vol. 32(2), pages 155-163.
    12. Ali, Mazhar, 2016. "Evaluating Advertising Effectiveness of Creative Television Advertisements for High Involvement Products," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 17(4), pages 916-932.
    13. Sahay, Arvind, 2013. "A Customer Oriented Approach To Identifying Competitive Advantage," IIMA Working Papers WP2013-05-08, Indian Institute of Management Ahmedabad, Research and Publication Department.
    14. Ahearne, Michael & Gruen, Thomas & Saxton, M. Kim, 2000. "When the Product is Complex, Does the Advertisement's Conclusion Matter?," Journal of Business Research, Elsevier, vol. 48(1), pages 55-62, April.
    15. Shalom Levy & Israel Nebenzahl, 2008. "The influence of product involvement on consumers’ interactive processes in interactive television," Marketing Letters, Springer, vol. 19(1), pages 65-77, March.
    16. Khan Md Raziuddin Taufique & Chamhuri Siwar & Basri Talib & Farah Hasan Sarah & Norshamliza Chamhuri, 2014. "Synthesis of Constructs for Modeling Consumers’ Understanding and Perception of Eco-Labels," Sustainability, MDPI, vol. 6(4), pages 1-25, April.
    17. Chao-Ming Yang & Chia-Shun Shih, 2019. "Symbolic Consumption of Advertisements for Male Perfumes: Effects of Advertising Appeals and Product Involvement on Advertising Effectiveness," Research in World Economy, Research in World Economy, Sciedu Press, vol. 10(3), pages 160-173, December.
    18. Schoormans, Jan P. L. & Robben, Henry S. J., 1997. "The effect of new package design on product attention, categorization and evaluation," Journal of Economic Psychology, Elsevier, vol. 18(2-3), pages 271-287, April.
    19. Das, Manoj & Ramalingam, Mahesh, 2022. "What drives product involvement and satisfaction with OFDs amid COVID-19?," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    20. Gaetano Miceli & Maria Antonietta Raimondo, 2020. "Creativity in the marketing and consumer behavior literature: a structured review and a research agenda," Italian Journal of Marketing, Springer, vol. 2020(1), pages 85-124, March.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:sae:vision:v:24:y:2020:i:3:p:269-283. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: SAGE Publications (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.