What is Creative to Whom and Why?

By Scott Koslow, Sheila L. Sasser, E. Riordan. Journal of Advertising Research, 2003

112 citations recorded by the source corpus.

Subfields: Cognitive Neuroscience, Experimental and Cognitive Psychology, Marketing

View Paper: https://www.semanticscholar.org/paper/68097f3892db38e96288fa8b35ff937a97e0accc

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In Cognitive Neuroscience

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Citations in the corpus

A Meta-Analysis of When and How Advertising Creativity Works (2020, background): “Advertising practitioners typically view originality as the most defining aspect of advertising creativity (Koslow, Sasser, and Riordan 2003; Modig and Dahlen 2019), especially when it comes to advertising creativity awards (Choi et al. 2018; Smith et al. 2007).”
The Definition and Measurement of Creativity: What Do We Know? (2004, background): “However, there are signs of renewed interest: recent papers include, for example, White and Smith (2001), Andriopoulos (2001), and Koslow, Sasser, and Riordan (2003).”
What Makes Things Cool? How Autonomy Influences Perceived Coolness (2014, background): “Creative advertisements similarly diverge from the norm in a way that helps fulfill the strategic goals of the advertising campaign (Koslow, Sasser, and Riordan 2003).”
The Differential Effect of Ad Novelty and Message Usefulness on Brand Judgments (2011, methodology): “Novelty and usefulness were measured using eleven items from previous research (Altsech 1996; Koslow, Sasser, and Riordan 2003).”
Advertising Creativity: The Role of Divergence Versus Meaningfulness (2014, background): “Consumers also judge an ad as creative by its execution, not whether it is meaningful to them or to the product being advertised (Koslow, Sasser, and Riordan 2003; West, Kover, and Caruana 2008).”
Creativity and Memory Effects: Recall, Recognition, and an Exploration of Nontraditional Media (2008, background): “This research often looks at the “creative” position and the role of creativity within an advertising agency (e.g., Koslow, Sasser, and Riordan 2003, 2006).”