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The influence of advertising creativity on the effectiveness of commercial and public service advertisements: A dual‐task study
Author(s) -
Shen Wangbing,
Wang Suyuhan,
Yu Jie,
Liu Zongying,
Yuan Yuan,
Lu Fang
Publication year - 2021
Publication title -
applied cognitive psychology
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.719
H-Index - 100
eISSN - 1099-0720
pISSN - 0888-4080
DOI - 10.1002/acp.3864
Subject(s) - creativity , advertising , psychology , task (project management) , dual (grammatical number) , service (business) , social psychology , marketing , engineering , business , art , literature , systems engineering
Summary The present study aimed to examine the influence of advertising creativity on the effectiveness of commercial and noncommercial advertisements in a situation involving attention competitions. Consequently, a dual‐task paradigm in which an additional task of time production was completed while viewing advertisements that were creative or common was used. Both memory performance and self‐rated purchase intent were assessed. The results showed that advertising creativity has an impact on recognition and purchase intent, with greater accuracy and more favorable purchase intent for creative advertisements, and that the interaction between the advertisement type and creativity categories is significant, with the standard, noncommercial advertisements triggering the lowest purchase intent. These findings provide further evidence suggesting that creative advertising is a useful strategy for improving advertising effectiveness. This study also presents a novel finding resembling anchoring effects with regard to the potential difference in perceived effectiveness between commercial and noncommercial advertisements across two levels of advertising creativity.