More Than Price? Exploring the Effects of Creativity and Price in Advertising

Erik Modig, Stockholm School of Economics, Sweden
Sara Rosengren, Stockholm School of Economics, Sweden
Even though advertising creativity has shown to be of importance for advertising effectiveness little research has tested it in relation to other marketing strategies. This paper explores the effects of advertising creativity (high/low) at different price levels (high/medium/low). The results suggest that creativity has greatest impact at low price levels.
[ to cite ]:
Erik Modig and Sara Rosengren (2013) ,"More Than Price? Exploring the Effects of Creativity and Price in Advertising", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.