Do opposites attract? Understanding opposition in promotion

Krishen, Anjala S.; Homer, Pamela M.

doi:10.1016/j.jbusres.2011.08.002

Cited by 14 publications

(4 citation statements)

References 49 publications

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“…Advertising practitioners typically view originality as the most defining aspect of advertising creativity (Koslow, Sasser, and Riordan 2003; Modig and Dahlen 2019), especially when it comes to advertising creativity awards (Choi et al 2018; Smith et al 2007). Thus, it is not surprising that many scholars focus primarily or exclusively on originality when assessing advertising creativity (Krishen and Homer 2012; Pieters, Warlop, and Wedel 2002).…”

Section: Defining and Measuring Advertising Creativitymentioning

confidence: 99%

A Meta-Analysis of When and How Advertising Creativity Works

Rosengren

Eisend

Koslow³

et al. 2020

Journal of Marketing

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Although creativity is often considered a key success factor in advertising, the marketing literature lacks a systematic empirical account of when and how advertising creativity works. The authors use a meta-analysis to synthesize the literature on advertising creativity and test different theoretical explanations for its effects. The analysis covers 93 data sets taken from 67 papers that provide 878 effect sizes. The results show robust positive effects but also highlight the importance of considering both originality and appropriateness when investing in advertising creativity. Moderation analyses show that the effects of advertising creativity are stronger for high- (vs. low-) involvement products, and that the effects on ad (but not brand) reactions are marginally stronger for unfamiliar brands. An empirical test of theoretical mechanisms shows that affect transfer, processing, and signaling jointly explain these effects, and that originality mainly leads to affect transfer, whereas appropriateness leads to signaling. The authors also call for further research connecting advertising creativity with sales and studying its effects in digital contexts.

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Section: Defining and Measuring Advertising Creativitymentioning

confidence: 99%

A Meta-Analysis of When and How Advertising Creativity Works

Rosengren

Eisend

Koslow³

et al. 2020

Journal of Marketing

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“…Attitude to the project (AP) measures the attitude a student has toward his or her project in a class; Attitude to the class (AC) measures student attitudes toward a class. Both scales are adapted from attitude scales given in previous research (Day & Stafford, 1997;Homer, 1995;Krishen & Homer, 2012). To add reliability, two items were added into the AP scale, useful/not useful and fair/not fair.…”

Section: Methodsmentioning

confidence: 99%

Catch It If You Can

Krishen

2013

Journal of Marketing Education

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This article proposes a theory-based contagious motivation model focusing on enhancing student perceptions of group projects and ultimately course satisfaction. Moreover, drawing from both pedagogical and organizational behavior literatures, a model is presented that ties together intrinsic motivation theory with social contagion and contextualizes these within the conceptual methodology of group projects in a classroom. The structural equation model is tested with an undergraduate student sample of 215 students and found to have adequate fit. The key implication of the model is that individual student motivation can be increased by fostering an active learning environment, and more importantly, group projects can create and foster positive motivation when properly implemented by educators.

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“…Control variable. To minimize spuriousness of results, we included a control variable that has been found to be important in consumer behaviour research (Krishen and Homer, 2012). Specifically, we included gender (0 = male and 1 = female).…”

Section: Main Studymentioning

confidence: 99%

Social networking from a social capital perspective: a cross-cultural analysis

Krishen

Leenders

Muthaly

et al. 2019

EJM

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Purpose Using social capital theory (SCT), the purpose of this research is to determine the success of social networking in societies that may be lower in social capital, for example in Poland, versus those which are higher in social capital, such as the USA. Design/methodology/approach This paper uses a partial least squares approach with a cross-cultural sample. The complete sample consists of 556 participants for this study across the USA (n = 258) and Poland (n = 298). Findings Results indicate that social media success is lower in Poland and that this result is related to lower social networking capital in Polish society. However, the proposed model shows that social media functionality can overcome some of the barriers. Research limitations/implications Limitations include a very specific set of countries rather than a larger set of countries and sample, survey methodology which could be augmented with a mixed methods approach and convenience sampling which ensured homogeneity and matching. Practical implications Based on this research, media designers should attempt to keep information quality high but even more importantly, they should increase interactivity. For Poland in particular, well-designed interactivity can mitigate societal barriers to success of social media, as it can enhance trust in such platforms. Social implications Because of Poland’s history of more than 40 years of communism, the newer generations may eventually become more adaptive to social networking tools and such acceptance could lead to greater social capital, which is important for Polish society from a business perspective as well. Originality/value The most important contribution of this research is that it theoretically and empirically establishes the importance of SCT in relation to social networking across two different countries.

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Do opposites attract? Understanding opposition in promotion

Cited by 14 publications

References 49 publications

A Meta-Analysis of When and How Advertising Creativity Works

A Meta-Analysis of When and How Advertising Creativity Works

Catch It If You Can

Social networking from a social capital perspective: a cross-cultural analysis

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