Ad typicality judgments in the processing of creative television ads
Bibliographic Data
| ID | 21498087 |
|---|---|
| Authors | Mark Peterson (0000-0003-4128-3812, University of Wyoming, Laramie, WY), Naresh K Malhotra (Georgia Institute of Technology, corresponding author) |
| Year | 2023 |
| Volume | 42 |
| Issue | 2 |
| Pages | 288-316 |
| Publication date | 2023-02-17 |
| Open Access | No |
| Type | ARTICLE |
| Venue | International Journal of Advertising (JOURNAL) |
| Journal identifiers | ISSN: 0265-0487 • E-ISSN: 1759-3948 |
| Publisher | Informa UK Limited (PUBLISHER • GB) |
| DOI | 10.1080/02650487.2022.2129331 |
| OpenAlex | W4304690378 |
| Language | EN |
| References cited | 67 |
The purpose of this research is to better understand the role judgments of ad typicality—the representativeness of an ad for a product category—play in the processing of television advertising. Such judgments would include the expected themes and feelings to be experienced from viewing ads of a product category. This is a vital undertaking because consumers’ judgments of typicality are used in judgments of originality (divergence)—a key dimension of creative ads. However, the nature of ad typicality judgments remains mostly unexplained. Specifically, researchers have not offered rich explanations regarding the antecedents of ad-typicality judgments, or the complex effects of ad-typicality judgments regarding attitude toward the ad. This study addresses these issues and offers new understanding for such phenomena related to ad typicality
Advertising · Cognitive psychology · Creativity · Feeling · Linguistics · Originality · Representativeness heuristic · Consumer Behavior in Brand Consumption and Identification · Digital Marketing and Social Media · Evolutionary Psychology and Human Behavior · Psychology · Social Psychology
Satisfaction
Conflict, arousal, and curiosity.
Emotion And Adaptation
Information Processing from Advertisements
Common Method Variance in Is Research
Goal-directed Emotions
Mental Construal and the Emergence of Assimilation and Contrast Effects
An Updated Paradigm for Scale Development Incorporating Unidimensionality and Its Assessment
Feelings and Consumer Decision Making
Enhancing and Measuring Consumers' Motivation, Opportunity, and Ability to Process Brand Information from Ads
Accounting for common method variance in cross-sectional research designs.
Evaluating Structural Equation Models with Unobservable Variables and Measurement Error
Self-Reports in Organizational Research
Structural Equations with Latent Variables
The power of creative advertising
Assessing Measurement Invariance in Cross‐National Consumer Research
The Influence of Unity and Prototypicality on Aesthetic Responses to New Product Designs
Patterns of cognitive appraisal in emotion
Emotion
Ubiquitous halo
Convergent and discriminant validation by the multitrait-multimethod matrix
Alternative Approaches to Understanding the Determinants of Typicality
The Interaction of Advertising and Evidence
The Role of Products as Social Stimuli
Schema Congruity as a Basis for Product Evaluation
Some Effects of Schematic Processing on Consumer Expectations and Disconfirmation Judgments
The Role of Expectancy and Relevancy in Memory for Verbal and Visual Information
Antecedents and Consequences of Attitude Toward the Ad
Category-Based Applications and Extensions in Advertising
Attitude Research
A Multiple Pathway Anchoring and Adjustment (MPAA) Model of Attitude Generation and Recruitment
The Moderating Effect of Perceived Risk on Consumers' Evaluations of Product Incongruity
Choosing Less-Preferred Experiences For the Sake of Variety
| Highly cited | No |
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