Think outside the ad : can advertising creativity benefit more than the advertiser?

Rosengren, SaraStockholm School of Economics,Handelshögskolan i Stockholm (författare)

LIBRIS-ID:oai:hhs.se:1155098980006056
https://research.hhs.se/esploro/outputs/journalArticle/Think-outside-the-ad--can/991001480538706056URI
https://doi.org/10.1080/00913367.2013.795122DOI
https://research.hhs.se/esploro/outputs/journalArticle/Think-outside-the-ad-Can-advertising/991001479432006056URI

Ingår i avhandling 1. Understanding advertising creativity: how perceptions of creativity influence advertising effectiveness
This paper adds to the literature on advertising creativity as well as the growing body of research on unintended effects of advertising. In three experimental studies we "think outside the ad" and test if there could be unintended, positive effects of advertising creativity. The results show advertising creativity to impact positively on consumers' own creativity as well as their perceptions of media vehicle value. The effects are mediated by processing and perceived creativity. In discussing the results we encourage advertisers not only to take responsibility for avoiding unintended negative effects on consumers, but also explore and factor in potential positive effects that benefit consumers.

Dahlén, MicaelStockholm School of Economics,Handelshögskolan i Stockholm(Swepub:hhs)66@hhs.se (författare)
Modig, ErikStockholm School of Economics,Handelshögskolan i Stockholm(Swepub:hhs)1807@hhs.se (författare)
Handelshögskolan i StockholmStockholm School of Economics (creator_code:org_t)

Ingår i:Journal of Advertising: Taylor & Francis (Routledge): SSH Titles42:4, s. 320-3300091-33671557-7805

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