Matches in SemOpenAlex for { <https://semopenalex.org/work/W2094441336> ?p ?o ?g. }
- W2094441336 endingPage "62" @default.
- W2094441336 startingPage "47" @default.
- W2094441336 abstract "This study examines how advertising creativity affects consumer processing and response. First, traditional hierarchy-of-effects (HOE) models are reviewed and then augmented with new developments in advertising and persuasion research to identify five major stages: brand awareness, brand learning, accepting/rejecting ad claims, brand liking, and brand intentions. Theoretical links are identified that predict ad creativity will impact 13 key variables in all five HOE stages. An experiment is conducted that manipulates the two major determinants of ad creativity: divergence and relevance. Results confirm the expected divergence-by-relevance interaction effect for 12 of the 13 variables demonstrating the potency of creative ads (and the ineffectiveness of ads with low creativity). In addition, a test is conducted using structural equations modeling (SEM) to see whether all the effects of ad creativity are mediated through each successive HOE stage. Results show that the HOE's assumptions hold up reasonably well, although divergence is powerful enough to exert direct (unmediated) effects on brand awareness and brand liking." @default.
- W2094441336 created "2016-06-24" @default.
- W2094441336 creator A5019626436 @default.
- W2094441336 creator A5064146573 @default.
- W2094441336 creator A5087850419 @default.
- W2094441336 date "2008-12-01" @default.
- W2094441336 modified "2023-10-16" @default.
- W2094441336 title "The Impact of Advertising Creativity on the Hierarchy of Effects" @default.
- W2094441336 cites W1748197048 @default.
- W2094441336 cites W1975707616 @default.
- W2094441336 cites W1986642396 @default.
- W2094441336 cites W1993060972 @default.
- W2094441336 cites W1994106556 @default.
- W2094441336 cites W2002744546 @default.
- W2094441336 cites W2009485604 @default.
- W2094441336 cites W2017851275 @default.
- W2094441336 cites W2019443768 @default.
- W2094441336 cites W2036389121 @default.
- W2094441336 cites W2043465360 @default.
- W2094441336 cites W2043657740 @default.
- W2094441336 cites W2044879021 @default.
- W2094441336 cites W2050019396 @default.
- W2094441336 cites W2052578690 @default.
- W2094441336 cites W2056825935 @default.
- W2094441336 cites W2057172983 @default.
- W2094441336 cites W2061019209 @default.
- W2094441336 cites W2067736870 @default.
- W2094441336 cites W2083479504 @default.
- W2094441336 cites W2083905551 @default.
- W2094441336 cites W2085126443 @default.
- W2094441336 cites W2085187045 @default.
- W2094441336 cites W2089370919 @default.
- W2094441336 cites W2092696917 @default.
- W2094441336 cites W2098804822 @default.
- W2094441336 cites W2102598266 @default.
- W2094441336 cites W2104392476 @default.
- W2094441336 cites W2116442885 @default.
- W2094441336 cites W2119623580 @default.
- W2094441336 cites W2142327262 @default.
- W2094441336 cites W2148973261 @default.
- W2094441336 cites W2149893809 @default.
- W2094441336 cites W2156834536 @default.
- W2094441336 cites W2157906015 @default.
- W2094441336 cites W2160352526 @default.
- W2094441336 cites W2160460894 @default.
- W2094441336 cites W2167299034 @default.
- W2094441336 cites W2317380849 @default.
- W2094441336 cites W2326996902 @default.
- W2094441336 cites W2327865161 @default.
- W2094441336 cites W2408839499 @default.
- W2094441336 cites W3122241580 @default.
- W2094441336 cites W3123753303 @default.
- W2094441336 cites W2000044608 @default.
- W2094441336 cites W2550947735 @default.
- W2094441336 doi "https://doi.org/10.2753/joa0091-3367370404" @default.
- W2094441336 hasPublicationYear "2008" @default.
- W2094441336 type Work @default.
- W2094441336 sameAs 2094441336 @default.
- W2094441336 citedByCount "211" @default.
- W2094441336 countsByYear W20944413362012 @default.
- W2094441336 countsByYear W20944413362013 @default.
- W2094441336 countsByYear W20944413362014 @default.
- W2094441336 countsByYear W20944413362015 @default.
- W2094441336 countsByYear W20944413362016 @default.
- W2094441336 countsByYear W20944413362017 @default.
- W2094441336 countsByYear W20944413362018 @default.
- W2094441336 countsByYear W20944413362019 @default.
- W2094441336 countsByYear W20944413362020 @default.
- W2094441336 countsByYear W20944413362021 @default.
- W2094441336 countsByYear W20944413362022 @default.
- W2094441336 countsByYear W20944413362023 @default.
- W2094441336 crossrefType "journal-article" @default.
- W2094441336 hasAuthorship W2094441336A5019626436 @default.
- W2094441336 hasAuthorship W2094441336A5064146573 @default.
- W2094441336 hasAuthorship W2094441336A5087850419 @default.
- W2094441336 hasConcept C105795698 @default.
- W2094441336 hasConcept C11012388 @default.
- W2094441336 hasConcept C112698675 @default.
- W2094441336 hasConcept C138885662 @default.
- W2094441336 hasConcept C144133560 @default.
- W2094441336 hasConcept C15744967 @default.
- W2094441336 hasConcept C158154518 @default.
- W2094441336 hasConcept C162324750 @default.
- W2094441336 hasConcept C162853370 @default.
- W2094441336 hasConcept C17744445 @default.
- W2094441336 hasConcept C199539241 @default.
- W2094441336 hasConcept C207390915 @default.
- W2094441336 hasConcept C27574286 @default.
- W2094441336 hasConcept C2781310500 @default.
- W2094441336 hasConcept C31170391 @default.
- W2094441336 hasConcept C33923547 @default.
- W2094441336 hasConcept C34447519 @default.
- W2094441336 hasConcept C41895202 @default.
- W2094441336 hasConcept C71104824 @default.
- W2094441336 hasConcept C77805123 @default.
- W2094441336 hasConceptScore W2094441336C105795698 @default.
- W2094441336 hasConceptScore W2094441336C11012388 @default.
- W2094441336 hasConceptScore W2094441336C112698675 @default.