The Differential Effect of Ad Novelty and Message Usefulness on Brand Judgments

By Daniel A. Sheinin, Sajeev Varki, Christy Ashley. 2011

183 citations recorded by the source corpus.

We examine the differential effects of ad novelty and message usefulness—frequently conceptualized as the two major dimensions of ad creativity—on the following variables: attitude toward the ad, attitude toward the brand, brand trust, ad recall, and brand recall. Novelty and usefulness influence attitude toward the brand, but only usefulness influences brand trust. Both relationships are mediated by attitude toward the ad. We also investigate how novelty and usefulness influence recall by both type (brand and ad) and duration (short term and long term). We find that novelty leads to better short-term ad recall, whereas usefulness leads to better short-term and long-term brand recall.

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

View Paper: https://www.semanticscholar.org/paper/556dcc046dc8988791a384cf898f045a8fd362b3

How researchers see this paper

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In Experimental and Cognitive Psychology

1. Rick T. Wilson
2. B. Till
3. Daniel W. Baack
4. Justin Paul
5. Micael Dahlen

In Marketing

1. Rick T. Wilson
2. Daniel W. Baack
3. B. Till
4. Justin Paul
5. S. Bhakar
6. Naeem Gul Gilal
7. Faheem Gul Gilal
8. Rukhsana Gul Gilal

In Sociology and Political Science

1. Justin Paul
2. Rick T. Wilson
3. Daniel W. Baack
4. B. Till
5. S. Bhakar

Citations in the corpus

• Does Celebrity Image Congruence Influences Brand Attitude and Purchase Intention? (2018, background): “In addition to celebrity endorsers, AE is also a variable that affects PI (Nikhashemi et al., 2013; Sheinin et al., 2011).”
• Creativity, attention and the memory for brands: an outdoor advertising field study (2015, background): “Divergence, or novelty, within the creativity literature has often been defined as a single construct (Ang and Low 2000; Sheinin, Varki, and Ashley 2011) or as a multidimensional construct (Smith et al. 2007; Smith, Chen, and Yang 2008).”
• Celebrity endorsement, self-brand connection and consumer-based brand equity (2015, unknown): “, 2011), endorser attitude (three items; Sheinin et al., 2011) and consumers’ product knowledge (four items; Chang, 2004).”