Study 1: Consumers' and Advertising Professionals' Perceptions of Creativity (H1–H3)
| Dependent Variables | ||||
|---|---|---|---|---|
| Consumers' Perceived Creativity | Practitioners' Perceived Creativity | Interaction Dummy | ||
| Independent variable | β | β | β | t |
| Originality (H1) | .402** | .634** | .356** | 9.754 |
| Appropriateness (H2) | .198** | .138** | −.092** | −2.532 |
| Execution (H3) | .318** | .208** | −.212** | −5.448 |
| R2 | .648 | .816 | ||
| n | 4,398 | 1,570 | ||
Note: Data shown are from linear regressions. **p < .01.