CREATIVITY

The quantification of creativity in advertising is an ongoing challenge but both academics and practitioners are closing the gap between execution and evaluation.

• The Effects of Communicating Passion in Advertising Micael Dahlen, Jonas Colliander, Sara Rosengren (Stockholm School of Economics), Helge Thorbjørnsen (Norwegian School of Economics), Alice Gemvik (AT Kearny), and Christian Thorwid (McKinsey & Company)
• Why Do Great Creative Ideas Get Rejected? Mark Kilgour, Huw O’Connor (University of Waikato), and Scott Koslow (Macquarie University)
• Can Your Advertisement Go Abstract without Affecting Willingness to Pay?Francesco Massara (Università IULM), Daniele Scarpi (University of Bologna), and Daniele Porcheddu (University of Sassari)
• Gotcha! Realism of Comedic Violence and Its Impact on Brand ResponsesMalgorzata Karpinska-Krakowiak (University of Łódź)

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