Modeling the Determinants and Effects of Creativity in Advertising

By Robert E. Smith, Scott B. MacKenzie, Xiaojing Yang, Laura M. Buchholz, William K. Darley. 2007

298 citations recorded by the source corpus.

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

View Paper: https://www.semanticscholar.org/paper/4b17246770ff43a4afd605499e57d4e9903131db

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. Rick T. Wilson
2. B. Till
3. Daniel W. Baack
4. Micael Dahlen
5. Martin Eisend
6. S. Rosengren
7. Scott Koslow
8. Sajeev Varki

In Marketing

1. Rick T. Wilson
2. B. Till
3. Daniel W. Baack
4. Micael Dahlen
5. Scott Koslow
6. S. Rosengren
7. Sajeev Varki
8. Christy Ashley

In Sociology and Political Science

1. Scott Koslow
2. Sajeev Varki
3. Christy Ashley
4. Rick T. Wilson
5. Daniel W. Baack
6. Martin Eisend
7. Daniel A. Sheinin
8. S. Rosengren

Citations in the corpus

• Should Ad Spending Increase or Decrease before a Recall Announcement? The Marketing–Finance Interface in Product-Harm Crisis Management (2015, unknown): “tising) and advertising creativity (Smith et al. 2007; 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).”
• Creativity, attention and the memory for brands: an outdoor advertising field study (2015, methodology): “This in turn prompted more recent work to propose an additional creativity factor termed ‘relevance,’ meaningfulness or connectedness, which refers to a creative ad’s ability to connect to its audience and be relevant to the product (Ang, Lee, and Leong 2007; Smith et al. (2007).”
• A Meta-Analysis of When and How Advertising Creativity Works (2020, methodology): “The processing model focuses primarily on the ability of creativity to get consumers interested in the ad and brand (i.e., “ad processing” is the key mediator; Smith et al. 2007).”
• Creativity and Memory Effects: Recall, Recognition, and an Exploration of Nontraditional Media (2008, background): “Most recently, Smith et al. (2007) defi ned advertising creativity as both relevance and divergence, and linked advertising creativity to increased attention, motivation to process, depth of advertising processing, attitude toward the advertisement, attitude toward the brand, and purchase intent.”