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- W3034508210 abstract "Designing creative ads is a critical goal for advertisers. Yet, while many researchers find positive effects of creativity on consumer responses, others argue that creativity is wasteful for ad persuasiveness or find no impact of creativity on outcomes such as ad attitudes. This paper identifies two boundary conditions affecting the effectiveness of an advertisement’s creativity: consumption motive (utilitarian vs. hedonic) and claim set-size (small number of claims vs. large number of claims). We propose and find that creativity is more effective for an advertisement when the consumption motive is utilitarian rather than hedonic. Further, using a larger claim set-size within an advertisement increases (decreases) the effectiveness of advertisement creativity for those with hedonic (utilitarian) consumption motives. Across two experiments, we find support for our hypotheses using both hedonic vs. utilitarian products (study 1) and manipulated hedonic vs. utilitarian decision goals within the same product category (study 2)." @default.
- W3034508210 created "2020-06-19" @default.
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- W3034508210 date "2020-01-01" @default.
- W3034508210 modified "2023-10-16" @default.
- W3034508210 title "When does Creativity Matter? The Impact of Consumption Motive and Claim Set-Size: An Abstract" @default.
- W3034508210 doi "https://doi.org/10.1007/978-3-030-39165-2_164" @default.
- W3034508210 hasPublicationYear "2020" @default.
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