Advertising Creativity Matters

By Micael Dahlen, S. Rosengren, Fredrik Törn. Journal of Advertising Research, 2008

140 citations recorded by the source corpus.

Subfields: Experimental and Cognitive Psychology, Marketing, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/1ccaaac37e9d8be141ea132d9e45a16fc797bce9

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Experimental and Cognitive Psychology

1. Micael Dahlen
2. Martin Eisend
3. S. Rosengren
4. Scott Koslow

In Marketing

1. Scott Koslow
2. S. Rosengren
3. Micael Dahlen
4. Martin Eisend
5. Celso Augusto de Matos
6. Benjamin K. Johnson
7. Susanna S. Lee
8. C. V. Rossi

In Sociology and Political Science

1. Scott Koslow
2. Martin Eisend
3. S. Rosengren
4. Micael Dahlen
5. Celso Augusto de Matos
6. Benjamin K. Johnson
7. Susanna S. Lee
8. C. V. Rossi

Citations in the corpus

• A Meta-Analysis of When and How Advertising Creativity Works (2020, background): “…attitudinal responses, and in communication contexts where consumers are less likely to attend to and process ads, such as for low-involvement products and for unfamiliar brands (Dahlen, Rosengren, and Törn 2008; Pieters, Warlop, and Wedel 2002), which is not in line with the empirical results.”