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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.creativity, divergence, advertising, relevance, measurement, latent variable models

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A major goal of this study is to develop and test a structural model of trial processing to help marketers and researchers better understand the dynamics of this important stage in the purchase process. No such model exists, even though prior research has demonstrated that product trial can be an important determinant of brand beliefs and attitudes. Accordingly, the authors develop a general model of how consumers process and respond to trial experiences. This trial model then is integrated with a well-known advertising model to trace how (1) consumers react when both types of information are available and (2) advertising achieves its influence on trial perceptions. The authors estimate these models for two products that vary significantly in the diagnosticity of the trial experience and discuss implications for marketing research and practice.

Despite the widespread recognition of the importance of creativity in advertising by practitioners and scholars, no systematic research has been conducted to define ad creativity or examine how it relates to ad effectiveness. The present research attempts to fill this gap by reviewing past literature in psychology, marketing and advertising. From this base, a model is developed which defines a creative ad as both divergent (i.e. novel or unusual) and relevant. The effects of divergence and (to a lesser extent) relevance on consumer processing and response are examined and a series of theoretical propositions are developed. Next, a general theory of creativity in advertising is developed that calls for research in five primary areas: advertising as a communication process, management process, societal process, group process, and personal process. Finally, contributions to advertising theory and implications for future research are discussed, along with commentary from a prominent advertising executive.