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Indiana University Bloomington

Marketing

Research and Publications

The Kelley marketing faculty have received numerous research awards, including the Marketing Science Institute Young Scholar Award and Carnegie Mellon's CART Research Frontier Award.

Recent Publications

Journal Articles

Modeling the Determinants and Effects of Creativity in Advertising

2007, Marketing Science

Robert E. Smith, Scott B. MacKenzie, Xiaojing Yang, Laura M. Buchholz, William K. Darley

Abstract

Consumer perceptions of advertising creativity are investigated in a series of studies beginning with scale development and ending with comprehensive model testing, Results demonstrate that perceptions of ad creativity are determined by the interaction between divergence and relevance, and that overall creativity mediates their effects on consumer processing and response.

Citation

Smith, Robert E., Scott B. MacKenzie, Xiaojing Yang, Laura M. Buchholtz, and William K. Darley (2007), “Modeling the Determinants and Effects of Creativity in Advertising,” Marketing Science, Vol. 26, No. 6, pp. 819-833.

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