Think Outside the Ad: Can Advertising Creativity Benefit More Than the Advertiser?

This article adds to the literature on advertising creativity as well as the growing body of research on the unintended effects of advertising. In three experimental studies we "think outside the ad" and test whether there could be unintended, positive effects of advertising creativity. Th...

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Bibliographic Details
Published inJournal of advertising Vol. 42; no. 4; pp. 320 - 330
Main Authors Rosengren, Sara, Dahlén, Micael, Modig, Erik
Format Journal Article
LanguageEnglish
Published Abingdon Taylor & Francis Group 01.10.2013
Taylor & Francis Group, LLC
Taylor & Francis Group LLC
Taylor & Francis Ltd
Subjects
Advertising
Advertising agencies
Analysis
Consumers
Creative ability
Creativity
Influence
Investigations
Marketing
Perception
Perceptions
Stereotypes
Studies
Western Europe
United States
Sweden
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Summary:This article adds to the literature on advertising creativity as well as the growing body of research on the unintended effects of advertising. In three experimental studies we "think outside the ad" and test whether there could be unintended, positive effects of advertising creativity. The results show advertising creativity to have a positive influence 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 to explore and factor in potential positive effects that benefit consumers.
Bibliography:ObjectType-Article-2
SourceType-Scholarly Journals-1
ObjectType-Feature-1
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ISSN:0091-3367
1557-7805
DOI:10.1080/00913367.2013.795122