RT Journal Article
SR Electronic
T1 Advertising Creativity Matters
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 392
OP 403
DO 10.2501/S002184990808046X
VO 48
IS 3
A1 Dahlén, Micael
A1 Rosengren, Sara
A1 Törn, Fredrik
YR 2008
UL http://www.journalofadvertisingresearch.com/content/48/3/392.abstract
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.