Desperately Seeking Advertising Creativity: Engaging an Imaginative "3Ps" Research Agenda

By Sheila L. Sasser, Scott Koslow. 2008

165 citations recorded by the source corpus.

Subfields: Experimental and Cognitive Psychology, Marketing, Mechanical Engineering

View Paper: https://www.semanticscholar.org/paper/f04eab8599678527d0de6e684bc411a9bdbc1a53

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In Experimental and Cognitive Psychology

In Marketing

In Mechanical Engineering

Citations in the corpus

A Meta-Analysis of When and How Advertising Creativity Works (2020, background): “Creativity is a general construct that has been widely researched in fields such as psychology and organizational behavior, as well as in marketing (Im and Workman 2004; Sasser and Koslow 2008).”
The Differential Effect of Ad Novelty and Message Usefulness on Brand Judgments (2011, background): “Given that the effects of creativity on engagement in consumer–brand relationships are underresearched (Sasser and Koslow 2008), the role of usefulness in its effect on brand trust, an important building block of these relationships (Chaudhuri and Holbrook 2001), enhances our understanding of how…”
Creativity, attention and the memory for brands: an outdoor advertising field study (2015, background): “Yet researchers continually suggest a dual influence of creativity on attention in that creativity both attracts initial attention to advertising and increases the amount of attention already directed to it (e.g., Sasser and Koslow 2008; Smith and Yang 2004).”
Advertising Creativity: The Role of Divergence Versus Meaningfulness (2014, background): “Advertising creativity has been defined in different ways, and some debate remains over its effects in advertising (Sasser and Koslow 2008).”
Why and how do creative thinking techniques work?: Trading off originality and appropriateness to make more creative advertising (2009, methodology): “Using Schilling’s (2005) framework, this could come about by completing a schema or reorganizing information.”
Creativity and Memory Effects: Recall, Recognition, and an Exploration of Nontraditional Media (2008, background): “DOI 10.2753/JOA0091-3367370407 Over the past two decades, advertising researchers investigating creativity have been searching for paradigms to guide research (see Sasser and Koslow 2008).”