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The boundaries for ad creativity---E...

Chen, Jiemiao.

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The boundaries for ad creativity---Effects of type of divergence, type of consumer involvement, and affective state.

紀錄類型:	書目-語言資料,印刷品 : Monograph/item
正題名/作者:	The boundaries for ad creativity---Effects of type of divergence, type of consumer involvement, and affective state./
作者:	Chen, Jiemiao.
面頁冊數:	298 p.
附註:	Source: Dissertation Abstracts International, Volume: 72-08, Section: A, page: .
Contained By:	Dissertation Abstracts International72-08A.
標題:	Business Administration, Marketing. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=3456448
ISBN:	9781124659572

The boundaries for ad creativity---Effects of type of divergence, type of consumer involvement, and affective state.
Chen, Jiemiao.

The boundaries for ad creativity---Effects of type of divergence, type of consumer involvement, and affective state. - 298 p.

Source: Dissertation Abstracts International, Volume: 72-08, Section: A, page: .

Thesis (Ph.D.)--Indiana University, 2011.

The current dissertation intends to touch on several new and more detailed issues relating the mechanisms through which ad creativity works on consumer processing and response variables. The project tries to investigate two general issues.

ISBN: 9781124659572Subjects--Topical Terms:

1017573
Business Administration, Marketing.

The boundaries for ad creativity---Effects of type of divergence, type of consumer involvement, and affective state.
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245 1 4 $a The boundaries for ad creativity---Effects of type of divergence, type of consumer involvement, and affective state.
300 $a 298 p.
500 $a Source: Dissertation Abstracts International, Volume: 72-08, Section: A, page: .
500 $a Adviser: Robert E. Smith.
502 $a Thesis (Ph.D.)--Indiana University, 2011.
520 $a The current dissertation intends to touch on several new and more detailed issues relating the mechanisms through which ad creativity works on consumer processing and response variables. The project tries to investigate two general issues.
520 $a First, I intend to answer the question of "What are the boundaries for ad creativity?" That is, do situations exist where increasing ad creativity can negatively impact ad effectiveness? In order to delineate the boundary conditions for effects of ad creativity, the dissertation examines the divergence component of ad creativity in greater detail than past research by specifying two types: brand divergence and ad divergence. Indeed, I suggest specific interaction effects between the two types of divergence, depending on type of consumer involvement.
520 $a Second, the proposed research examines how the valence of the consumer's affective state (positive vs. negative) impacts the processing of, and response to, ad creativity. Past research indicates there are reasons to believe the consumer's mood state may influence how ad creativity is processed. Particularly, the dissertation studies the interaction of the two types of divergence, given different affective states.
520 $a In order to shed light on the two general issues, one pretest and two main studies were conducted. Results from two experiments supported most of the predicted interactions and suggested that depending on the specific goals of an advertising and consumers' viewing condition, increasing certain type of divergence could be more or less effective.
590 $a School code: 0093.
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650 4 $a Psychology, Experimental. $3 517106
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710 2 $a Indiana University. $b Business. $3 1019045
773 0 $t Dissertation Abstracts International $g 72-08A.
790 1 0 $a Smith, Robert E., $e advisor
790 1 0 $a Duhachek, Adam L. $e committee member
790 1 0 $a MacKenzie, Scott B. $e committee member
790 1 0 $a Hirt, Edward A. $e committee member
790 $a 0093
791 $a Ph.D.
792 $a 2011
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