Creativity and Memory Effects: Recall, Recognition, and an Exploration of Nontraditional Media

By Daniel W. Baack, Rick T. Wilson, B. Till. 2008

129 citations recorded by the source corpus.

Subfields: Experimental and Cognitive Psychology, Mechanical Engineering

View Paper: https://www.semanticscholar.org/paper/2e0f28a4002333faf740bbf7e2db7662157b17e5

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

In Mechanical Engineering

Citations in the corpus

Creativity, attention and the memory for brands: an outdoor advertising field study (2015, methodology): “Using professionals to rate advertising as compared to message recipients to rate advertising creativity has a strong precedent (cf., Baack, Wilson, and Till 2008; Till and Baack 2005) with professional judges exhibiting less variance (Reid, King, and DeLorme 1998), having greater face validity…”
The Differential Effect of Ad Novelty and Message Usefulness on Brand Judgments (2011, background): “Although creativity in advertising has been researched, empirical data linking creativity to effectiveness has been relatively sparse, considering its importance (Baack, Wilson, and Till 2008).”
Advertising Creativity: The Role of Divergence Versus Meaningfulness (2014, background): “…processing of the ad (Smith et al. 2007; Pieters, Warlop, and Wedel 2002; Yang and Smith 2009); and enhance ad exposure, consumer attitudes (Kover, Goldberg, and James 1995; Ang and Low 2000), and recall of the ad (Baack, Wilson, and Till 2008; Pick, Sweeney, and Clay 1991; Till and Baack 2005).”
Exploring Ad-Elicited Emotional Arousal and Memory for the Ad Using fMRI (2013, background): “Recognizing the importance of memory for the ad, many researchers have attempted to determine the factors that enhance it (e.g., Baack, Wilson, and Till 2008; MacInnis and Jaworski 1989; Putrevu 2008).”
A Meta-Analysis of When and How Advertising Creativity Works (2020, result): “Results also varied regarding whether attitude and memory outcomes are affected (Baack, Wilson, and Till 2008).”