Jin, Hyun Seung; Kerr, Gayle; Suh, Jaebeom - In: European Journal of Marketing 53 (2019) 7, pp. 1466-1483
Purpose: The creativity-based facilitation effect, well documented by previous research, shows that creative advertisements (ads) are more memorable than regular (or less creative) ads, that is, creativity facilitates memory. This current research aims to extend our understanding by...