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Modeling the Determinants and Effects of Creativity in Advertising

Author

Listed:
  • Robert E. Smith

    (Department of Marketing, Kelley School of Business, Indiana University, Tenth and Fee Lane, Bloomington, Indiana 47405)

  • Scott B. MacKenzie

    (Department of Marketing, Kelley School of Business, Indiana University, Tenth and Fee Lane, Bloomington, Indiana 47405)

  • Xiaojing Yang

    (Department of Marketing, Sheldon B. Lubar School of Business, University of Wisconsin–Milwaukee, P.O. Box 413, 2200 E. Kenwood Boulevard, Milwaukee, Wisconsin 53201-0413)

  • Laura M. Buchholz

    (Department of Marketing, Kelley School of Business, Indiana University, Tenth and Fee Lane, Bloomington, Indiana 47405)

  • William K. Darley

    (College of Business Administration, Marketing & International Business, University of Toledo, 2801 Bancroft, Toledo, Ohio 43606-3390)

Abstract

Consumer perceptions of advertising creativity are investigated in a series of studies beginning with scale development and ending with comprehensive model testing. Results demonstrate that perceptions of ad creativity are determined by the interaction between divergence and relevance, and that overall creativity mediates their effects on consumer processing and response.

Suggested Citation

  • 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.
    • Handle: RePEc:inm:ormksc:v:26:y:2007:i:6:p:819-833
    DOI: 10.1287/mksc.1070.0272
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    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. 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.
    3. Olivier Toubia, 2006. "Idea Generation, Creativity, and Incentives," Marketing Science, INFORMS, vol. 25(5), pages 411-425, September.
    4. Jacob Goldenberg & David Mazursky & Sorin Solomon, 1999. "The Fundamental Templates of Quality Ads," Marketing Science, INFORMS, vol. 18(3), pages 333-351.
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