The impact of creative media advertising on consumer responses: two field experiments

Abstract

Creative media (CM) advertising is an advertising strategy wherein a non-traditional medium is creatively used for advertising purposes. This novel advertising strategy is gaining marketers' interest; however, little is known about its persuasive effects on consumers' cognitive, affective and behavioural responses and the processes that underlie them. Therefore, to convey a genuine experience to consumers, two field experiments with a one-factor (advertising type: creative vs. traditional) between-subjects design were conducted within a supermarket context. Results showed that creative (vs. traditional) media ads not only improve consumers' affective and behavioural responses but also consumers' cognitive responses. Even though no mediations were found through perceived surprise or perceived persuasive intent, results do provide evidence for the notion that perceived humor and perceived value are the underlying mechanisms through which affective and behavioural responses to creative media advertising can be explained. ARTICLE HISTORY

Investigating the Effects of Intrinsic Motivation and Emotional Appeals Into the Link Between Organic Appeals Advertisement and Purchase Intention Toward Organic Milk

“…However, although organic milk is superior to traditional milk in several ways, a lack of useful information and knowledge has prevented consumers from purchasing organic milk ( Scozzafava et al, 2020 ). Several firms have used organic appeals advertising to educate and persuade consumers ( Rauwers et al, 2018 ). However, the effect of organic appeals advertising on consumer purchase behavior has been untested and unclear in prior literature, limiting our understanding of the different effects between organic and non-organic appeals advertising.…”

“…In organic milk, consumers may lack helpful information and knowledge to distinguish between organic and conventional milk. Organic appeals advertising may provide advanced information and knowledge that help consumers understand the benefits of organic milk ( Rauwers et al, 2018 ). Organic appeals advertising refers to message content and information that explain and emphasize organic elements of a product, such as milk ( Yang and Ghose, 2010 ).…”

Gendering conversational humor in advertising: an evolutionary explanation of the effects of spontaneous versus canned humor

“…Advertising research further suggests that humor evaluation is positively related to the response to ads and, in turn, to brands (Eisend 2009). Perceived humor has been highlighted in a plethora of studies as an important mediator in humorous advertising processing (Rauwers et al 2018;Yoon 2016;Yoon and Kim 2014;Yoon and Lee 2018). We therefore include perceived humor as a mediator in the present research and suggest that: response to ads containing either humor type depends on the gender-specific evaluation of the humorousness of the ad: women (compared to men) find spontaneous humor more humorous than canned humor and respond accordingly.…”

An Experimental Investigation of the Impact of Different Advertising Formats on Children’s Attitudes’ Towards Sports Brands

“…The new advertising strategies that grab the attention and interest of marketers, is called "creative media", which is built on using new unconventional ways of advertising executed using new formats that grab the attention of consumers and help marketers break through the clutter. However, although these formats are gaining great attention by marketers, there is a lack in the studies related to the effect of using creative media on consumers' behavioral, cognitive, and affective responses to advertising and the advertised brands (Rauwers et al 2018).…”