PT  - JOURNAL ARTICLE
AU  - Micael Dahlén
AU  - Sara Rosengren
AU  - Fredrik Törn
TI  - Advertising Creativity Matters
AID  - 10.2501/S002184990808046X
DP  - 2008 Sep 01
TA  - Journal of Advertising Research
PG  - 392--403
VI  - 48
IP  - 3
4099  - http://www.journalofadvertisingresearch.com/content/48/3/392.short
4100  - http://www.journalofadvertisingresearch.com/content/48/3/392.full
SO  - J Advert Res2008 Sep 01; 48
AB  - Could “wasteful” advertising creativity that does not add to the functionality of the advertisement (i.e., it neither enhances recall and liking of the advertising, nor increases comprehension and persuasiveness of the communicated message) be useful? An experimental study shows that it can. By signaling greater effort on behalf of the advertiser and a greater ability of the brand, advertising creativity enhances both brand interest and perceived brand quality. The effects are mediated by consumer-perceived creativity, suggesting that consumers are important judges of creativity. Bringing advertising creativity into new light, the results provide implications for the development, measurement, and positioning of creative advertising.