Table 5

Study 1: Consumers' and Advertising Professionals' Perceptions of Creativity for Each Advertisement

	Consumer Sample					Practitioner Sample
			β					β
Campaign	Creativity	R²	Ori.	App.	Exe.	Creativity	R²	Ori.	App.	Exe.
1	5.66	.68	.32**	ns	.52**	5.55	.69	.64**	ns	.24**
2	5.15	.60	.38**	.20**	.33**	5.87	.66	.77**	.23*	ns
3	4.73	.73	.39**	.15**	.38**	4.60	.71	.58**	ns	.26**
4	4.65	.60	.44**	.19**	.27**	4.62	.75	.60**	.22**	.16*
5	4.64	.54	.42**	ns	.23**	3.62	.75	.76**	ns	.17**
6	4.51	.56	.50**	.20**	.20**	2.01	.70	.59**	ns	.31**
7	4.36	.59	.38**	.15*	.35**	3.28	.85	.68**	.29**	ns
8	4.29	.68	.54**	ns	.28**	3.95	.71	.55**	.16*	.26**
9	4.29	.69	.43**	.21**	.29**	4.55	.73	.40**	ns	.38**
10	4.26	.62	.45**	.18*	.35**	3.28	.70	.70**	ns	.17*
11	4.25	.71	.48**	.18*	.28**	4.06	.65	.63**	ns	ns
12	4.23	.65	.54**	.21**	.16*	4.25	.79	.68**	.17*	.15*
13	4.22	.78	.34**	.13**	.50**	5.40	.81	.74**	ns	ns
14	4.20	.57	.36**	.18*	.34**	4.25	.75	.58**	.28**	ns
15	4.09	.48	.36**	.27**	.21**	2.55	.80	.62**	.14*	.22**
16	4.02	.49	.32**	.36**	.18**	3.07	.85	.55**	.22**	.23**
17	3.97	.59	.38**	.15**	.38**	3.58	.80	.32**	.39**	.30**
18	3.75	.62	.35**	.18**	.37**	4.42	.85	.74**	.25**	ns
19	3.74	.61	.27**	.28**	.37**	2.60	.77	.74**	.13*	ns
20	3.40	.57	.36**	.37**	.18**	3.08	.81	.72**	ns	ns
Aggregate	4.33	.65	.40**	.20**	.32**	3.95	.81	.63**	.14**	.21**

Note: The data shown are from linear regressions conducted for each advertisement. Orig. = originality; App. = appropriateness; Exe. = execution. *p < .05. **p < .01.