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What if advertising creativity matters to everyone? : comparing the impact of consumers' versus practitioners' perceptions of divergence, relevance, craftsmanship, and humor
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- Modig, Erik (author)
- Stockholm School of Economics,Handelshögskolan i Stockholm
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- Dahlén, Micael (author)
- Stockholm School of Economics,Handelshögskolan i Stockholm
- (creator_code:org_t)
- 2012
- English.
- Other publication (other academic/artistic)
Abstract
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- Recent research indicates that both consumers and practitioners are able and prone to explicitly assess the creativity of advertising. Building on this research, we formally test the expected differences in how consumers and practitioners assess advertising creativity with respect to four factors: divergence, relevance, craftsmanship, and humor. Our findings show that consumers value relevance, craftsmanship, and humor more than industry professionals, who put more weight on divergence. We merge our findings with previous research, and discuss practitioners' and consumers' divergent perspectives on advertising creativity.
Subject headings
- SAMHÄLLSVETENSKAP -- Ekonomi och näringsliv -- Företagsekonomi (hsv//swe)
- SOCIAL SCIENCES -- Economics and Business -- Business Administration (hsv//eng)
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- vet (subject category)
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