The Effects of Signaling Monetary and Creative Effort in Ads

Dahlén, Micael; Rosengren, Sara; Karsberg, John

doi:10.2501/jar-2018-013

Cited by 18 publications

(4 citation statements)

References 43 publications

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“…Finally, by combining research on marketing communications using rhetoric devices and concentrating on the creative text descriptions in general, our claims integrate and extend other studies of creative marketing messages to the descriptions of products that appear online. This is a novel and necessary extension of the literature on traditional advertisements (Althuizen, 2017;Dahlén et al, 2018) given the prevalence of e-commerce today. This paper also identifies a moderator (i.e., construal level) that is more applicable to an online context, thus expanding and enriching the literature.…”

Section: Theoretical Implicationsmentioning

confidence: 95%

“…In advertising, creative language is generally and intuitively believed to be more persuasive than the non-creative language (Aaker, 1975;Mick, 1999, 2003;McQuarrie and Phillips, 2005;Phillips and McQuarrie, 2009;Chang and Yen, 2013;West et al, 2019). Research on metaphor advertising, a specific category of creative advertising, provides abundant evidence that such creative marketing messages are more eyecatching and appealing, and that when consumers are pushed to actively engage in creative messages, they appreciate their artfulness (Harris et al, 1999;Sopory and Dillard, 2002;Phillips and McQuarrie, 2009) and feel more positively about the product or brand Mick, 1999, 2003;McQuarrie and Phillips, 2005;Phillips and McQuarrie, 2009;Dahlén et al, 2018;West et al, 2019). Studies have shown that consumers see the product messages as "the literature of economic change" (Scott, 1994, p. 464), designed to persuade them (Hansen and Scott, 1976;Coleman, 1990), and thus they expect marketing messages to be amusing, creative, and artful (Nilsen, 1976;Wyckham, 1984;Stern, 1988).…”

Section: Theory and Hypotheses Text Description Style And Purchase Intentionmentioning

confidence: 99%

“…To attract consumers' attention and imbue a product with an appealing aura, many online retailers use creative text to describe products [i.e., the text descriptions that include more rhetorical devices (Ang and Low, 2000;Dahlén et al, 2008;West et al, 2019)]. At first glance, the creative text descriptions appear to be intuitively more persuasive than the non-creative ones (i.e., the text descriptions that convey plain dictionary meaning and do not include rhetorical devices Mick, 1999, 2003;Tom and Eves, 1999;McQuarrie and Phillips, 2005;Phillips and McQuarrie, 2009;Kronrod and Danziger, 2013;Dahlén et al, 2018).…”

Section: Introductionmentioning

confidence: 99%

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Is Creative Description Always Effective in Purchase Intention? The Construal Level Theory as a Moderating Effect

2021

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Recent years has witnessed a rapid growth in online shopping. This paper draws from the construal level theory to examine the divergent effects of the creative text descriptions of products on consumers' purchase intention in an online context. It also investigates consumers' construal level and the moderating role of construal level in this relationship. An assumption has been made that the creative description embraces more rhetorical devices with analogies. In doing so, such texts are in need of consumers who are having a more abstract, top-down, flexible mindset, which makes it more persuasive to some consumers with high-level construal. Three experiments add evidence to this study. These results suggest that the creative text descriptions are generally more persuasive than the non-creative ones in an online context, and that the persuasiveness of the creative descriptions can be accentuated (vs. attenuated) especially for high- (vs. low-) level construal individuals. The findings hold various theoretical implications for the creative marketing messages and construal level theory. First, in the current research, broadening, and integrating relevant research were possible by exploring the creative language in an online context. Also, it demonstrates that construal level—that is, consumers' internal thoughts, rather than external factors—influences their preference for a creative description style, thus helping extend the applications of the construal level theory to the field of creative marketing communications and integrate the research discoveries in metaphor communication.

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Section: Theoretical Implicationsmentioning

confidence: 95%

Section: Theory and Hypotheses Text Description Style And Purchase Intentionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

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Is Creative Description Always Effective in Purchase Intention? The Construal Level Theory as a Moderating Effect

2021

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“…the consumer's judgment about a product's overall excellence [47], which-in contrast to objective or physical quality-is subjective and exists in consumers' minds [48]. Previous research has shown that perceived advertising creativity implicitly communicates and therefore positively impacts on perceived product quality [5], for example because a high level of creativity signals greater effort by the advertiser [30,49].…”

Section: Formallymentioning

confidence: 99%

The Impact of Perceived Advertising Creativity on Behavioural Intentions and Quality Perceptions in Mass Customization

Aichner¹,

Shaltoni²

2019

Int J Ind Eng Manag

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This is the first article to study the influence of perceived advertising creativity on behavioural intentions and perceived product quality in mass customization. Through an online survey, 300 Saudi participants evaluated one of three fictitious miadidas sneakers advertisements, which were manipulated through the use of different product configurations. These product configurations had different levels of perceived creativity, which consequently influenced the perceived advertising creativity of the overall advertisement. The results show that perceived advertising creativity is an excellent predictor for behavioural intentions such as the customer's willingness to visit the advertiser's website and to try out customizing the product using a web-based sales-configurator. The more creative the advertisement is perceived by the customer, the higher is his or her behavioural intention. In contrast, the correlation between perceived advertising creativity and perceived product quality is weak and negative.

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Differences in the determinants of purchase intention through advertisements and advertising recognition among product types

Tatsuya

2020

Behaviormetrika

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The Effects of Signaling Monetary and Creative Effort in Ads

Cited by 18 publications

References 43 publications

Is Creative Description Always Effective in Purchase Intention? The Construal Level Theory as a Moderating Effect

Is Creative Description Always Effective in Purchase Intention? The Construal Level Theory as a Moderating Effect

The Impact of Perceived Advertising Creativity on Behavioural Intentions and Quality Perceptions in Mass Customization

Differences in the determinants of purchase intention through advertisements and advertising recognition among product types

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