Table 6

Study 1: Consumers' and Advertising Professionals' Perceptions of Creativity (H1–H3)

Dependent Variables
Consumers' Perceived CreativityPractitioners' Perceived CreativityInteraction Dummy
Independent variableβββt
Originality (H1).402**.634**.356**9.754
Appropriateness (H2).198**.138**−.092**−2.532
Execution (H3).318**.208**−.212**−5.448
R2.648.816
n4,3981,570
  • Note: Data shown are from linear regressions. **p < .01.