RT Journal Article
SR Electronic
T1 How Do Heuristics Influence Creative Decisions at Advertising Agencies?
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP JAR-2017-056
DO 10.2501/JAR-2017-056
A1 West, Douglas C.
A1 Christodoulides, George
A1 Bonhomme, Jennifer
YR 2017
UL http://www.journalofadvertisingresearch.com/content/early/2017/12/15/JAR-2017-056.abstract
AB This study focuses on individual choices made about what ideas to show clients in the absence of copy testing; it examines the decision-making heuristics employed by a global advertising agency. On the basis of an online survey, the results inter alia suggest that when it comes to deciding which ideas to show to clients, both analytic and pure heuristics are used in various combinations. The results provide insights about the nature of and factors that influence decision making among managers.