Modeling the Determinants and Effects of Creativity in Advertising
2007, Marketing Science
Robert E. Smith, Scott B. MacKenzie, Xiojing Yang, Laura Buchholz, William K. Darley
Consumer perceptions of advertising creativity are investigated in a series of studies beginning with scale development and ending with comprehensive model testing, Results demonstrate that perceptions of ad creativity are determined by the interaction between divergence and relevance, and that overall creativity mediates their effects on consumer processing and response.
Smith, Robert E., Scott B. MacKenzie, Xiaojing Yang, Laura M. Buchholtz, and William K. Darley (2007), “Modeling the Determinants and Effects of Creativity in Advertising,” Marketing Science, Vol. 26, No. 6, pp. 819-833.