Table 4

Study 1: Pearson Correlation Coefficients for Consumers' and Professionals' Perceived Creativity

Perceived Creativity
VariableConsumersAdvertising ProfessionalsDiff. between Correlation Coefficient (ΔZ)
Advertisement attitude.269**.220**1.80*
Brand attitude.136**.099**1.29, ns
Purchase intentions.074**.084**−0.35, ns
  • Note: For the consumer sample, n = 4,398; for the practitioner sample, n = 1,570. *p < .05. **p < .01.