Advertising Creativity Matters
Advertising Creativity Matters
MICAEL DAHLEN
Stockholm School of
Could "wasteful" advertising creativity that does not add to the functionaiity of the advertisement (i.e., it neither enhances recaii and iiking of the advertising, nor
Economics micael,dahlen@hhs.se increases comprehension and persuasiveness of the communicated message) be useful? An expérimentai study shows that it can. By signaling greater effort on behaif
SARA ROSENGREN
Stockholm School of
Economics
sara.rosengren@hhs,se
of the advertiser and a greater ability of the brand, advertising creativity enhances both brand interest and perceived brand quaiity. The effects are mediated by consumer-perceived creativity, suggesting that consumers are important Judges of
FREDRIK TORN
creativity. Bringing advertising creativity into new iight, the resuits provide impiications
Stockholm School of
for the development, measurement, and positioning of creative advertising.
Economics fredrik,torn@hhs.se INTRODUCTION
There is no guarantee that creativity in an advertisement makes it more memorable or appealing to consumers (Kover, Goldberg, and James, 1995).
In fact, research by, for example, Kover, James, and Sonner (1997) suggests that many creative advertising efforts may be wasted, in the sense that they do not add to the functionality of the advertisement (i.e., they neither enhance consumer recall and liking of the advertising, nor increase comprehension and persuasiveness of the communicated message). However, this article argues that such wasteful advertising creativity may have other positive effects. Previous research on advertising spending has found that, when bypassing functional aspects of high spending, for example, that bigger advertisements increase attention or that repeated exposures facilitate comprehension and breed liking, wasteful expenses have positive effects on brand perceptions (e.g..
Ambler and HoUier, 2004; Kirmani and Rao,
MICAEL DAHLEN
Stockholm School of
Could "wasteful" advertising creativity that does not add to the functionaiity of the advertisement (i.e., it neither enhances recaii and iiking of the advertising, nor
Economics micael,dahlen@hhs.se increases comprehension and persuasiveness of the communicated message) be useful? An expérimentai study shows that it can. By signaling greater effort on behaif
SARA ROSENGREN
Stockholm School of
Economics
sara.rosengren@hhs,se
of the advertiser and a greater ability of the brand, advertising creativity enhances both brand interest and perceived brand quaiity. The effects are mediated by consumer-perceived creativity, suggesting that consumers are important Judges of
FREDRIK TORN
creativity. Bringing advertising creativity into new iight, the resuits provide impiications
Stockholm School of
for the development, measurement, and positioning of creative advertising.
Economics fredrik,torn@hhs.se INTRODUCTION
There is no guarantee that creativity in an advertisement makes it more memorable or appealing to consumers (Kover, Goldberg, and James, 1995).
In fact, research by, for example, Kover, James, and Sonner (1997) suggests that many creative advertising efforts may be wasted, in the sense that they do not add to the functionality of the advertisement (i.e., they neither enhance consumer recall and liking of the advertising, nor increase comprehension and persuasiveness of the communicated message). However, this article argues that such wasteful advertising creativity may have other positive effects. Previous research on advertising spending has found that, when bypassing functional aspects of high spending, for example, that bigger advertisements increase attention or that repeated exposures facilitate comprehension and breed liking, wasteful expenses have positive effects on brand perceptions (e.g..
Ambler and HoUier, 2004; Kirmani and Rao,
References: Research 44, 2 (2004): of Advertising Research 44, 4 (2004): 375-89, "Exploring t he D imensions of Ad C reativity," tising." Sloan Management Review, 14, 1 (1972): Psychology & Marketing 17, 10 (2000): 835-54, MICAEL DAHLÉN is a professor of marketing at the Personality and Social Psychology 5 1, 6 (1986): the Journal of Advertising Research, the Journal of Advertisement: A P reliminary Study," Advances in Consumer Research 19 (1992): 817-25, Advertising, Psychology & Marketing, the Journal of "The Influence of C orporate Messages o n the ing Research 42, 2 (2002): 2 3-31. (2007): 1 2-25. vertising Research 45, 2 (2005): 2 69-81, 4 0 2 JOÜBÜfiL OF BDÜEBTISinG RESERRCH September 2 0 0 8