The Impact of Perceived Advertising Creativity on Ad Processing and Responses

Xiaojing Yang, University of Wisconsin, Milwaukee, USA
Robert Smith, Indiana University Bloomington, USA
Recent years have witnessed a steady increase in creativity research in marketing, especially in the strategy literature (e.g., Andrews and Smith 1996; Im and Workman 2004; Moorman and Miner 1997). However, with the exception of a handful papers, creativity research in a consumer/advertising context is scarce (e.g., Burroughs and Mick 2004; Zinkhan 1993). In this paper, a structural model is proposed to capture the impact of perceived advertising creativity on consumers’ ad processing and response. Based on previous information processing models (e.g., MacInnis and Jaworski 1989; McGuire 1976), the proposed conceptualization discusses how creativity can affect various stages of information processing (ranging from ad perceptions, motivation to process, to the formation of various ad response variables) and reveals the relationships between ad processing and response variables. In addition, the paper delineates the boundary conditions of the effects of advertising creativity. Specifically, two dimensions of creativity (divergence and relevance) are examined together with ad exposure conditions to shed light on this issue. An experiment supports the proposed conceptual framework.
[ to cite ]:
Xiaojing Yang and Robert Smith (2007) ,"The Impact of Perceived Advertising Creativity on Ad Processing and Responses", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 328.