Level of Creativity and Attitudes Toward an Advertisement

Abstract

There have been diverse arguments regarding the factors that could have an impact on individuals’ attitudes toward a specific ad, brand, or product. However, there is still no overall agreement pertaining to these issues because many circumstantial factors, including personal characteristics of targeted audience members and product diversity, can affect attitudes and receptivity to an advertisement. Through the 3 × 3 experimental method, an investigation seeking for the possible interplay between levels of creativity (i.e., low, medium, and high) inherent in advertisements and individuals’ professional roles as consumers, advertisers, or ad agency professionals was conducted. The results indicated that the variables (i.e., creativity levels, diversity of roles among targeted audience members) affected individuals’ attitudes toward ads, as well as advertised brands and products. In addition, an interaction effect between two variables on attitudes toward an ad was detected. In general, advertising creativity level was more important than roles of targeted audience members on their attitudes toward brands and products seen in ads.