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

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.



Citation:

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, Pages: .

Authors

Erik Modig, Stockholm School of Economics, Sweden
Sara Rosengren, Stockholm School of Economics, Sweden



Volume

NA - Advances in Consumer Research Volume 41 | 2013



Share Proceeding

Featured papers

See More

Featured

F5. Alternative Food Consumption (AFC) Adoption and Low SES Youth Food Well-Being: From Precontemplation to Maintenance

Wided Batat, American University Beirut

Read More

Featured

Ritual Scholarship in Marketing: Past, Present and Future

Cele Otnes, University of Illinois at Urbana-Champaign, USA
Linda Tuncay Zayer, Loyola University Chicago, USA
Robert Arias, University of Illinois at Urbana-Champaign, USA
Arun Sreekumar, University of Illinois at Urbana-Champaign, USA

Read More

Featured

“Slim-As-Luxury” Effect: Product Shape as Input to Luxury Perceptions

Ji Jill Xiong, National University of Singapore, Singapore
Yu Ding, Columbia University, USA
Gita Venkataramani Johar, Columbia University, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.