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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.

Record Type:	Language materials, printed : Monograph/item
Title/Author:	The boundaries for ad creativity---Effects of type of divergence, type of consumer involvement, and affective state./
Author:	Chen, Jiemiao.
Description:	298 p.
Notes:	Source: Dissertation Abstracts International, Volume: 72-08, Section: A, page: .
Contained By:	Dissertation Abstracts International72-08A.
Subject:	Business Administration, Marketing. -
Online resource:	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.
LDR:02684nam 2200349 4500 001 1405381
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008 130515s2011 ||||||||||||||||| ||eng d
020 $a 9781124659572
035 $a (UMI)AAI3456448
035 $a AAI3456448
040 $a UMI $c UMI
100 1 $a Chen, Jiemiao. $3 1684743
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.
650 4 $a Business Administration, Marketing. $3 1017573
650 4 $a Psychology, Experimental. $3 517106
690 $a 0338
690 $a 0623
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
856 4 0 $u http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=3456448