14-E: Do We Always Appreciate Creative Ads? Unlocking the Meaning of Highly Novel Ads

Consumers appreciate creativity but at the same time when experience uncertainty they form negative associations with novelty, an attribute that makes an ad creative in the first place. This research suggests that the negative associations appraised from uncertainty can be mitigated by unlocking the meaning of the highly novel ads.



Citation:

Afra Koulaei (2017) ,"14-E: Do We Always Appreciate Creative Ads? Unlocking the Meaning of Highly Novel Ads ", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1040-1040.

Authors

Afra Koulaei , University College of Southeast Norway, Norway



Volume

NA - Advances in Consumer Research Volume 45 | 2017



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