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How effective is creativity? : Emotive content in TV advertising does not increase attention

Author

Listed:
  • Robert Heath

    (EM - EMLyon Business School)

  • Agnès Nairn
  • Paul A. Bottomley

Abstract

Emotive creativity is generally believed to facilitate communication by increasing attention. However, during relaxed TV viewing, psychology suggests we may pay less not more attention to emotive ads. An experiment conducted in a realistic viewing environment found that ads that were high in emotive content correlated with a 20 percent lower level of attention and that attention toward these ads was unlikely to decline on repeat viewing. This supports the idea that TV advertising is not systematically processed but is automatically processed in response to the stimuli presented. We speculate that emotive creativity may benefit brand TV advertising by lowering attention and inhibiting counter-argument

Suggested Citation

  • Robert Heath & Agnès Nairn & Paul A. Bottomley, 2009. "How effective is creativity? : Emotive content in TV advertising does not increase attention," Post-Print hal-02312552, HAL.
    • Handle: RePEc:hal:journl:hal-02312552
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    Cited by:

    1. Kekezi, Ana, 2019. "The impact of television advertising on the consumer behavior–the case of Albania," MPRA Paper 116061, University Library of Munich, Germany.
    2. Bilby, Julie & Reid, Mike & Brennan, Linda & Chen, Jiemiao, 2020. "Tiers and fears: An investigation of the impact of city tiers and uncertainty avoidance on Chinese consumer response to creative advertising," Australasian marketing journal, Elsevier, vol. 28(4), pages 332-348.
    3. Simmonds, Lucy & Bellman, Steven & Kennedy, Rachel & Nenycz-Thiel, Magda & Bogomolova, Svetlana, 2020. "Moderating effects of prior brand usage on visual attention to video advertising and recall: An eye-tracking investigation," Journal of Business Research, Elsevier, vol. 111(C), pages 241-248.
    4. Grigore FUSU, 2024. "Advertising Messages For A Financial Service Provider: Creation And Analysis Of The Effectiveness," Oradea Journal of Business and Economics, University of Oradea, Faculty of Economics, vol. 9(1), pages 156-164, March.

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