Smith, Chen, and Yang (2008) test how advertising creativity, defined as divergence interacting with relevance, moves consumers through the hierarchy of effects.

An experiment that manipulates divergence and relevance finds the expected interaction on 12 of 13 variables across five stages: brand awareness, brand learning, accepting or rejecting claims, brand liking, and brand intentions. The hierarchy's step-by-step account holds up reasonably well. Divergence is also strong enough to affect brand awareness and brand liking directly, without passing through every earlier stage.

Method

The authors specify five stages and 13 variables that creativity should move. An experiment manipulates the two determinants of creativity, divergence and relevance. Structural equations then test whether creativity's effects pass through each successive stage.

Main findings

  • The interaction is broad. Divergence by relevance affects 12 of the 13 variables. Creative ads are potent. Ads low in creativity are ineffective.
  • The sequence mostly holds. Structural equations show the hierarchy's assumption, that effects pass through successive stages, holds up reasonably well.
  • Divergence also skips ahead. Divergence has direct, unmediated effects on brand awareness and brand liking.

Why this is in the Darwin index

This is the hierarchy test beside Smith, MacKenzie, Yang, Buchholz, and Darley (2007), which defines creativity as divergence interacting with relevance, and Yang and Smith (2009), which names the routes creativity travels.

Source of record: doi:10.2753/JOA0091-3367370404.