Level of Creativity and Attitudes Toward an Advertisement

Kim, Byoung Hee; Yu, Jay

doi:10.1080/10400419.2015.1030302

Cited by 7 publications

(5 citation statements)

References 40 publications

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“…This result was in agreement with Panatik et al, (2016), who conducted a study entitled " The Effect of Personal Factors on Creativity among Research Officers in Malaysia" and revealed that the level of creativity was high among research officers in Malaysia post program application. Also, Kim and Hyunjae (2015) who conducted a study entitled " Level of Creativity and Attitudes Toward an Advertisement" reported that more than two fifth exhibiting a high level of creativity post program, more than one third of them had a medium level of creativity, and more than one fifth had a low level of creativity.…”

Section: Discussionmentioning

confidence: 99%

Creativity in Work: An Educational Program for Improving Nurses` Productivity

Elrhaman¹,

Ghoneimy²

2018

ijird

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Introduction Recently, with changing and expanded working settings, nurses repetitively act in unanticipated circumstances in different settings as a serious part of the healthcare sector to deliver holistic care for patients (Chan, 2013). To handle new and exceptional components in these difficult states, nurses must be ready to reply to any challenges in timely, effective, creative and adaptable ways. Creativity isn't new to the nursing career. Its presentation can be followed back to Myra Levine in 1973 and identified it as a daily occurrence which was fundamental to patient-nurse interactions (Murad, 2016). It is a main and a multifaceted issue in nursing profession and the most essential key to development of both human services and nursing. What's more, it is perceived as the formation of novel, appropriate and helpful thoughts. Also, it is the mental work or activity involved in bringing something new. In order for the nurses to be creative; should be equipped for seeing things in new routes or from an alternate point of view, ready to create new potentials or new options, communicate ideas and values (Bruise, 2016). Additionally, creativity is an attitude to accept change and a readiness to play with ideas and opportunities, a flexibility of viewpoint, the practice of liking the good, while searching for approaches to enhance it. To engage in creative behavior, nurses need management support, resources, supportive work environment, and knowledge about creativity and nurses' role. Accordingly, nurses' creativity does not just rely upon individual qualities and their own creativity. The social or work workplace, education, reward system, and management style can impact both the level and the recurrence of creative behavior (Dul et al., 2011). Creativity assessment broadly sorts into a few categories of measurements: creative products, creative cognition, creative traits, and creative behavior and accomplishments (Silvia et al., 2012). In any case, it is generally indicated "the four P's" representing the four dimensions of creativity "person, process, press, and product". Firstly; a person centers on the character of creative individuals. Secondly; process is the mechanisms that inspire creative thinking or action. Thirdly; press alludes to environments that interact with the creative person to best carry out creativity. Last items are products outcomes; the most target way to deal with measure creativity (Pujiriyanto,2016).

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Section: Discussionmentioning

confidence: 99%

Creativity in Work: An Educational Program for Improving Nurses` Productivity

Elrhaman¹,

Ghoneimy²

2018

ijird

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“…As background, important determinants of divergence are flexibility, synthesis, elaboration, artistic value, and originality; important determinants of relevance are ad-to-consumer relevance and brand-to-consumer relevance; and creativity mediates the combined effects of divergence and relevance on such dependent variables as attention to ad, motivation to process, depth of processing, ad attitude, and brand attitude (Smith et al 2007). Further studies have found that both divergence and relevance stimulate consumer processing and response (Chen and Smith 2018) and thereby improve consumer attitudes (Kim and Yu 2015) and purchase intention (Chen, Yang, and Smith 2016). Smith et al (2007) and Smith and Yang (2004) have argued that the definition of advertising creativity should include both divergence and relevance.…”

Section: Modeling the Trade-off Between Narrative And Analytical Proc...mentioning

confidence: 99%

Divergent Versus Relevant Ads: How Creative Ads Affect Purchase Intention for New Products

Jiang¹,

Messinger²,

Liu³

et al. 2023

Journal of Marketing Research

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Creative ads are applied widely in new product marketing. The present research explores the impact of creative ads (divergent vs. relevant ads) on purchase intention for really new products (RNPs) and incrementally new products (INPs). A series of studies conclude that (a) divergent ads are more effective for promoting INPs; (b) relevant ads are more effective for promoting RNPs; (c) self-referencing mediates the joint effect of creative ads and product newness on purchase intention; and (d) there is an inverted-U-shaped relationship between self-referencing and purchase intention for new products. Theoretically, we argue that a moderate amount of self-referencing is particularly desirable – a “Goldilocks region” that produces an optimal level of persuasion. Managerially, we provide guidance to creative ad managers to help reach the “Goldilocks region” when advertising new products.

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“…Advertising attitudes have long been a primary focus of marketing and advertising research (e.g. Huh et al ., 2015; Kim and Yu, 2015; Redondo and Aznar, 2018). Meanwhile, brand attitude refers to the extent to which a user prefers or dislikes a particular brand (Bruner and Kumar, 2000; Kim and Yu, 2015).…”

Section: Literature Reviewmentioning

confidence: 99%

“…Huh et al ., 2015; Kim and Yu, 2015; Redondo and Aznar, 2018). Meanwhile, brand attitude refers to the extent to which a user prefers or dislikes a particular brand (Bruner and Kumar, 2000; Kim and Yu, 2015). Numerous studies have demonstrated the direct impact of consumers' attitudes toward advertising on their brand attitude (Mitchell and Olson, 1981; Rhee and Jung, 2019).…”

Section: Literature Reviewmentioning

confidence: 99%

The impact of skippable advertising on advertising avoidance intention in China

Yin,

Li,

Zhou

2023

MIP

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PurposeSkippable video advertising offers users the option to skip directly to their desired video content after viewing a limited amount of advertising and is becoming a format increasingly preferred by advertisers. This study constructed a mediator model based on advertising attitude to examine the influence of users' perceived control and perceived intrusiveness on brand attitude and advertising avoidance intention in skippable video ads.Design/methodology/approachThe study considered the structural equation model using a self-reporting measure method. The research model was tested using a sample of 302 respondents.FindingsThe results showed that perceived control positively affected ad and brand attitude and negatively affected advertising avoidance intention. Perceived intrusiveness negatively affected attitudes toward the advertising and the brand but positively affected advertising avoidance intention. Ad attitude and brand attitude had no significant influence on advertising avoidance intention. The results also confirmed that ad attitude mediates the path from perceived control and intrusiveness to brand attitude.Originality/valueThis study further enriches the theoretical development of skippable video ads and expands the perspective and scope of interactive advertising research.

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Level of Creativity and Attitudes Toward an Advertisement

Cited by 7 publications

References 40 publications

Creativity in Work: An Educational Program for Improving Nurses` Productivity

Creativity in Work: An Educational Program for Improving Nurses` Productivity

Divergent Versus Relevant Ads: How Creative Ads Affect Purchase Intention for New Products

The impact of skippable advertising on advertising avoidance intention in China

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