Advertising creativity and repetition: recall, wearout and wearin effects
Grand Valley State University
Saint Louis University
Creativity in advertising is an important consideration 2007; Baack 2008; Sheinin 2011), attitude (Ang & Low 2000; Smith. 2007; Dahlén 2008; Sheinin. 2011), strategic use of creative ads to elicit emotional responses (Heath 2009; Yang & Smith 2009; Cornelis 2012), and product evaluations and purchase intentions (Dahlén 2005; Smith. 2007; Dahlén. 2008). Perhaps most relevant for marketing managers, creativity is an important antecedent of advertising effectiveness (Reid 1998; Dahlén,. 2008). However, the majority of research on creativity in advertising has focused on the creative process and the development of creative ads (Nyilasy & Reid 2009; Ashley & Oliver 2010; Stuhlfaut 2011) rather than how consumers respond to repeated exposure to creative advertisements. Although the importance of developing creative advertising is undeniable, understanding the impact of creativity on consumer responses to advertising should prove to be an important area of investigation as managers attempt to assess the potential added value of implementing highly creative versus less creative advertising.