Toward a General Theory of Creativity in Advertising: Examining the Role of Divergence

By Robert E. Smith, Xiaojing Yang. 2004

253 citations recorded by the source corpus.

Subfields: Cognitive Neuroscience, Experimental and Cognitive Psychology, Marketing

View Paper: https://www.semanticscholar.org/paper/01de3bbf25ba5d67d3e32a27198602dcafd676eb

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In Cognitive Neuroscience

In Experimental and Cognitive Psychology

In Marketing

Citations in the corpus

A Meta-Analysis of When and How Advertising Creativity Works (2020, background): “…Wedel 2002), implying that it would work best in lowinvolvement contexts (where it can foster situational involvement; Cacioppo and Petty 1984), creativity has been found to have additional processing advantages when it comes to highinvolvement contexts (Smith and Yang 2004; Yang and Smith 2009).”
The Differential Effect of Ad Novelty and Message Usefulness on Brand Judgments (2011, background): “This representation of advertising creativity in the form of execution novelty and message usefulness has received considerable support in the advertising literature (Ang and Low 2000; Smith and Yang 2004; Smith, Chen, and Yang 2008; Smith et al. 2007).”
A Critical Analysis of the Workplace Creativity Criterion Space (2012, background): “…example, recent research on consumer behavior found that ad novelty predicted an individual’s level of attention to an ad, and ad usefulness predicted motivation and depth of processing, brand attitude, and purchase intentions (Smith, MacKenzie, Yang, Buchholz, & Darley, 2007; Smith & Yang, 2004).”
Creativity, attention and the memory for brands: an outdoor advertising field study (2015, background): “In simple terms, the contrast or divergence found in original ads increases attention (Smith and Yang 2004).”
The Impact of Advertising Creativity on the Hierarchy of Effects (2008, methodology): “Theoretically, Smith and Yang (2004) reviewed research across different domains and found that most researchers agreed that creativity occurs only when both divergence and relevance are high.”
Advertising Creativity: The Role of Divergence Versus Meaningfulness (2014, background): “More recently in the advertising literature two main components of creativity have been discussed: divergence and meaningfulness (El-Murad and West 2004; Ang, Lee, and Leong 2007; Smith and Yang 2004; Smith et al. 2007).”
Antecedents to value diminution (2016, background): “The determinants of effective creativity, in the context of marketing communications, are generally cited as divergence and relevance (Smith and Yang, 2004).”