PT  - JOURNAL ARTICLE
AU  - Al-Shuaili, Ahmed Hamed
AU  - Koslow, Scott
AU  - Kilgour, Mark
TI  - Who Needs Highly Creative Advertising?
AID  - 10.2501/JAR-2023-017
DP  - 2023 Sep 01
TA  - Journal of Advertising Research
PG  - 236--252
VI  - 63
IP  - 3
4099  - http://www.journalofadvertisingresearch.com/content/63/3/236.short
4100  - http://www.journalofadvertisingresearch.com/content/63/3/236.full
SO  - J Advert Res2023 Sep 01; 63
AB  - Although the overall effect of creativity in advertising appears positive, the moderating effect of brand familiarity is unknown. On the basis of psychological frameworks, the authors developed an eye-tracking experiment using an electronic magazine format. Creative and control advertisements were compared, and brand familiarity was manipulated. The results demonstrate how brand familiarity moderates the effects of creativity. Creative advertising enhanced visual attention for advertisements, advertisement affect, and advertisement recognition in most situations. Highly creative advertising, however, led to less brand affect and brand recognition for familiar brands but more brand affect and brand recognition for unfamiliar brands.