RECALL AND PERSUASION: Does Creative Advertising Matter?

By B. Till, Daniel W. Baack. 2005

292 citations recorded by the source corpus.

Subfields: Cognitive Neuroscience, Experimental and Cognitive Psychology, Marketing

View Paper: https://www.semanticscholar.org/paper/843fae46e3a3519098f6b8adf166ccd98f1fc0e3

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Citations in the corpus

The Impact of Advertising Creativity on the Hierarchy of Effects (2008, background): “Some researchers conclude that ad creativity is determined by divergence (e.g., Till and Baack 2005).”
Creativity, attention and the memory for brands: an outdoor advertising field study (2015, methodology): “Email: rick.t.wilson@txstate.edu 2015 Advertising Association Vol. 34, No. 2, 232 261, http://dx.doi.org/10.1080/02650487.2014.996117 experiments, which tend to be free of many of the distractions found in more ecologically valid environments (Pieters and Wedel 2004; Till and Baack 2005).”
Advertising Creativity: The Role of Divergence Versus Meaningfulness (2014, methodology): “The first sees creativity as primarily divergent, containing elements of novelty, aesthetic representation, newness, and difference (Till and Baack 2005; Kover, Goldberg, and James 1995).”
Testing the effects of congruity, travel constraints, and self-efficacy on travel intentions: An alternative decision-making model (2012, unknown): “…Pablo, Petty, & Barden, 2007), sociology (e.g., Howard, 2000; Lawler, Thye, & Yoon, 2000; Pierce, Cameron, Bando, & So, 2003), marketing (e.g., Cotte & Wood, 2004; Mandel, 2003; Simonson, Carmon, Dhar, Drolet, & Nowlis, 2001), and communication (e.g., Homer, 2006; Katz, 1973; Till & Baack, 2005).”
Creativity and Memory Effects: Recall, Recognition, and an Exploration of Nontraditional Media (2008, methodology): “A core claim of Till and Baack (2005) is that the cognitive advantages of creative advertising increase as the task becomes more cognitively diffi cult.”
A Meta-Analysis of When and How Advertising Creativity Works (2020, result): “…(1) contrasting empirical results on its effects in terms of ad and brand outcomes (e.g., Lee and Mason 1999; Smith, Chen, and Yang 2008; Till and Baack 2005), (2) disagreements over what creativity is and how it should be assessed (e.g., Modig and Dahlen 2019; Smith, Chen, and Yang…”