SwePub - search: WFRF:(Rauwers Fabiënne)

Enumeration	Reference	Cover	Find
1.	Rauwers, Fabiënne, et al. (author) The impact of creative media advertising on consumer responses : Two field experiments 2018 In: International Journal of Advertising. - : Taylor & Francis (Routledge): SSH Titles / Wiley: No OnlineOpen. - 0265-0487 .- 0265-0487 .- 1759-3948. ; 37:5, s. 749-768 Journal article (peer-reviewed)abstract Creative media (CM) advertising is an advertising strategy wherein a non-traditional medium is creatively used for advertising purposes. This novel advertising strategy is gaining marketers' interest; however, little is known about its persuasive effects on consumers' cognitive, affective and behavioural responses and the processes that underlie them. Therefore, to convey a genuine experience to consumers, two field experiments with a one-factor (advertising type: creative vs. traditional) between-subjects design were conducted within a supermarket context. Results showed that creative (vs. traditional) media ads not only improve consumers' affective and behavioural responses but also consumers' cognitive responses. Even though no mediations were found through perceived surprise or perceived persuasive intent, results do provide evidence for the notion that perceived humor and perceived value are the underlying mechanisms through which affective and behavioural responses to creative media advertising can be explained.

Rauwers, Fabiënne, et al. (author)
The impact of creative media advertising on consumer responses : Two field experiments
2018
In: International Journal of Advertising. - : Taylor & Francis (Routledge): SSH Titles / Wiley: No OnlineOpen. - 0265-0487 .- 0265-0487 .- 1759-3948. ; 37:5, s. 749-768
Journal article (peer-reviewed)abstract
- Creative media (CM) advertising is an advertising strategy wherein a non-traditional medium is creatively used for advertising purposes. This novel advertising strategy is gaining marketers' interest; however, little is known about its persuasive effects on consumers' cognitive, affective and behavioural responses and the processes that underlie them. Therefore, to convey a genuine experience to consumers, two field experiments with a one-factor (advertising type: creative vs. traditional) between-subjects design were conducted within a supermarket context. Results showed that creative (vs. traditional) media ads not only improve consumers' affective and behavioural responses but also consumers' cognitive responses. Even though no mediations were found through perceived surprise or perceived persuasive intent, results do provide evidence for the notion that perceived humor and perceived value are the underlying mechanisms through which affective and behavioural responses to creative media advertising can be explained.

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