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1、iSCIENCEVol.26,No.6,November-December2007,pp.819-833ISSN0732-23991EISSN1526-548X1071260610819OOil0.1287/mksc,1070.0272©2007INFORMSModelingtheDeterminantsandEffectsofCreativityinAdvertisingRobertE.Smith,ScottB.MacKenzieDepartmentofMarketing,KelleySchoolofB
2、usiness,IndianaUniversity,TenthandFeeLane,Bloonxington,Indiana47405
3、smith5@indiana.edii,mackenz@indiana.edu)XiaojingYangDepartmentofMarketing,SheldonB.LubarSchoolofBusiness,UniversityofWisconsin-Milwaukee,P.O.Box413,2200E.KenwoodBoulevard,Milwaukee,Wiscon
4、sin53201-0413,yangxiao@uwm.eduLauraM.BuchholzDepartmentofMarketing,KelleySchoolofBusiness,IndianaUniversity,Tenth.mdFeeLane,Bkwmington,Indiana47405lbuchhot@indiana.eduWilliamK.DarleyCollegeofBusinessAdministration,Marketing&InternationalBusiness,Universit
5、yofToledo,2801Bancroft,Toledo,Ohio43606-3390,william.darley2@utoledo.eduonsumerperceptionsofadvertisingcreativityareinvestigatedinaseriesofstudiesbeginningwithscaleCdevelopmentandendingwithcomprehensivemodeltesting.Resultsdemonstratethatperceptionsofadcre
6、-ativityaredeterminedbytheinteractionbetweendivergenceandrelevance,andthatoverallcreativitymediatestheireffectsonconsumerprocessingandresponse.Keywords:creativity;divergence;advertising;relevance;measurement;latentvariablemodelsHistory:Thispaperwasreceive
7、dAugust3,2005,andwaswiththeauthors8monthsfor3revisions;processedbyGerardJ.Tellis.Introduction•Whatarethedeterminantsofadcreativity?•Howshouldadcreativitybemeasured?Marketingresearchersandpractitionersagreethatcre-•Dothedeterminantsofadcreativityinteractas
8、ativityisoneoftheessentialelementsforadvertisingsomeresearchershavehypothesized?successinaclutteredmarketplace.Thisphilosophyis•Doescreativitymediatetheeffectsofadexposureapparentinonkeydependentvariableslikeattentiontothead,•advertisingtextbooks(e.g..Bel
9、chandBelch2004,adattitude,andbrandattitude?Wellsetal.1995),Toachievethesegoals,webeginbydiscussing•academicresearch(e.g.,Goldenbergetal.1999,thetheoreticalbackgroundfordefiningadcreativ-SmithandYang2004,TillandBaack
