TY - JOUR T1 - Advertising Creativity Matters JF - Journal of Advertising Research JO - J Advert Res SP - 392 LP - 403 DO - 10.2501/S002184990808046X VL - 48 IS - 3 AU - Micael Dahlén AU - Sara Rosengren AU - Fredrik Törn Y1 - 2008/09/01 UR - http://www.journalofadvertisingresearch.com/content/48/3/392.abstract N2 - Could “wasteful” advertising creativity that does not add to the functionality of the advertisement (i.e., it neither enhances recall and liking of the advertising, nor increases comprehension and persuasiveness of the communicated message) be useful? An experimental study shows that it can. By signaling greater effort on behalf of the advertiser and a greater ability of the brand, advertising creativity enhances both brand interest and perceived brand quality. The effects are mediated by consumer-perceived creativity, suggesting that consumers are important judges of creativity. Bringing advertising creativity into new light, the results provide implications for the development, measurement, and positioning of creative advertising. ER -