A meta-analysis of when and how advertising creativity works
Rosengren, Eisend, Koslow and Dahlen meta-analyse 93 data sets from 67 papers, 878 effect sizes. They report robust positive effects of advertising creativity, with originality and appropriateness both mattering, stronger effects for high-involvement products, and marginally stronger ad reactions, not brand reactions, for unfamiliar brands. Affect transfer, processing and signaling explain the effects; originality mainly through affect transfer and appropriateness through signaling. They call for research linking creativity to sales. The full text was not read.
Rosengren, Eisend, Koslow and Dahlen meta-analyse 93 data sets from 67 papers, 878 effect sizes. They report robust positive effects of advertising creativity, with originality and appropriateness both mattering, stronger effects for high-involvement products, and marginally stronger ad reactions, not brand reactions, for unfamiliar brands. Affect transfer, processing and signaling explain the effects; originality mainly through affect transfer and appropriateness through signaling. They call for research linking creativity to sales. The full text was not read.
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Rosengren, S., Eisend, M., Koslow, S., & Dahlén, M. (2020). A meta-analysis of when and how advertising creativity works. Journal of Marketing, 84(6). doi:10.1177/0022242920929288 https://doi.org/10.1177/0022242920929288