What if advertising creativity matters to everyone? : comparing the impact of consumers' versus practitioners' perceptions of divergence, relevance, craftsmanship, and humor

Modig, ErikStockholm School of Economics,Handelshögskolan i Stockholm (författare)

LIBRIS-ID:oai:hhs.se:1155161900006056
https://research.hhs.se/esploro/outputs/other/What-if-advertising-creativity-matters-to/991001480761506056URI

Ingår i avhandling 1. Understanding advertising creativity: how perceptions of creativity influence advertising effectiveness
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.

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

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