Creatives’ Brand Attitudes Affect the Type of Ads They Produce
Research overlooked the impact of brand attitudes on creatives’ work. We propose that creatives who dislike (vs. like) a brand believe that their attitudes impact their work negatively and correct for this by staying rational and suppressing emotions. Thus, they produce more functional and less emotional ads for that brand.
Cátia Alves, Irene Consiglio, and Luis Martinez (2021) ,"Creatives’ Brand Attitudes Affect the Type of Ads They Produce", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 422-423.
Cátia Alves, Nova School of Business and Economics
Irene Consiglio, Nova School of Business and Economics
Luis Martinez, Nova School of Business and Economics
NA - Advances in Consumer Research Volume 49 | 2021
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