The Influence of Advertising Creativity on the Effectiveness of Commercial and Public Service Advertisements: A Dual-Task Study

Autor/inn/en	Shen, Wangbing; Wang, Suyuhan; Yu, Jie; Liu, Zongying; Yuan, Yuan; Lu, Fang
Titel	The Influence of Advertising Creativity on the Effectiveness of Commercial and Public Service Advertisements: A Dual-Task Study
Quelle	In: Applied Cognitive Psychology, 35 (2021) 5, S.1308-1320 (13 Seiten) PDF als Volltext Verfügbarkeit
Zusatzinformation	ORCID (Shen, Wangbing)
Sprache	englisch
Dokumenttyp	gedruckt; online; Zeitschriftenaufsatz
ISSN	0888-4080
DOI	10.1002/acp.3864
Schlagwörter	Advertising; Creativity; Recognition (Psychology); Intention; Purchasing; Communication Strategies; Mass Media Effects; Audience Response + Suchen Sie Ihr Suchwort? Werbung; Kreativität; Recognition; Wiedererkennen; Beschaffungswesen; Kauf; Kommunikationsstrategie; Zuschauerverhalten
Abstract	The present study aimed to examine the influence of advertising creativity on the effectiveness of commercial and noncommercial advertisements in a situation involving attention competitions. Consequently, a dual-task paradigm in which an additional task of time production was completed while viewing advertisements that were creative or common was used. Both memory performance and self-rated purchase intent were assessed. The results showed that advertising creativity has an impact on recognition and purchase intent, with greater accuracy and more favorable purchase intent for creative advertisements, and that the interaction between the advertisement type and creativity categories is significant, with the standard, noncommercial advertisements triggering the lowest purchase intent. These findings provide further evidence suggesting that creative advertising is a useful strategy for improving advertising effectiveness. This study also presents a novel finding resembling anchoring effects with regard to the potential difference in perceived effectiveness between commercial and noncommercial advertisements across two levels of advertising creativity. (As Provided).
Anmerkungen	Wiley. Available from: John Wiley & Sons, Inc. 111 River Street, Hoboken, NJ 07030. Tel: 800-835-6770; e-mail: cs-journals@wiley.com; Web site: https://www.wiley.com/en-us
Erfasst von	ERIC (Education Resources Information Center), Washington, DC
Update	2024/1/01