Modeling the Determinants and Effects of Creativity in Advertising

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

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Year of publication:	2014
Authors:	Smith, Robert E. ; MacKenzie, Scott B. ; Yang, Xiaojing ; Buchholz, Laura ; Darley, William
Publisher:	[S.l.] : SSRN
Subject:	Kreativität \| Creativity \| Werbung \| Advertising \| Werbewirkung \| Advertising effects \| Theorie \| Theory

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Extent:	1 Online-Ressource (46 p)
Type of publication:	Book / Working Paper
Language:	English
Notes:	In: Smith, Robert E., Scott B. MacKenzie, Xiaojing Yang, Laura M. Buchholz, and William K. Darley (2007), “Modeling the Determinants and Effects of Creativity in Advertising,” Marketing Science, 26(6), 819-33 Nach Informationen von SSRN wurde die ursprüngliche Fassung des Dokuments March 17, 2014 erstellt
Source:	ECONIS - Online Catalogue of the ZBW

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