Abstract:This article examines the manner in which advertising creativity may be influenced by “near” primes in the form of competitor product information that is presented at the briefing stage of engagement with a client. Drawing on the associative theory of creativity and spreading activation theory, this study explores the impact of near primes on both the originality and appropriateness of advertising output and highlights the process mechanism by which it affects overall creativity. Results of a between-subjects … Show more
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