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| Author: | Ang, S. Low, S. |
| Title: | Exploring the dimensions of Ad creativity |
| Journal: | Psychology and Marketing
2000 : OCT, VOL. 17:10, p. 835-854 |
| Index terms: | MARKETING PSYCHOLOGY ADVERTISING |
| Language: | eng |
| Abstract: | This study explored the influence of dimensions of creativity -- novelty (expectancy), meaningfulness (relevancy), and emotion (valence of feeling) -- on attitude toward the ad, attitude toward the brand and purchase intention. The results indicate that unexpectedness enhanced ad effectiveness over expectedness when the ad has positive feelings. When the ad contains negative feelings, attitude toward the ad was diluted with unexpectedness vs. expectedness. |
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