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

References

• Alden, D.L., A. Mukherjee, and W.D. Hoyer. 2000. The effects of incongruity, surprise and positive moderators on perceived humor in television advertising. Journal of Advertising 29, no. 2: 1–15. doi:10.1080/00913367.2000.10673605
   Web of Science ®Google Scholar
• Bearden, W.O., D.R. Lichtenstein, and J.E. Teel. 1984. Comparison price, coupon, and brand effects on consumer reactions to retail newspaper advertisements. Journal of Retailing 60, no. 2: 11–34.
   Web of Science ®Google Scholar
• Bellman, S., R.F. Potter, S. Treleaven-Hassard, J.A. Robinson, and D. Varan. 2011. The effectiveness of branded mobile phone apps. Journal of Interactive Marketing 25, no. 4: 191–200. doi:10.1016/j.intmar.2011.06.001
   Web of Science ®Google Scholar
• Chattopadhyay, A., and K. Basu. 1990. Humor in advertising: The moderating role of prior brand evaluation. Journal of Marketing Research 27: 466–476.
   Web of Science ®Google Scholar
• Dahlén, M. 2005. The medium as a contextual cue: Effects of creative media choice. Journal of Advertising 34, no. 3: 89–98.
   Web of Science ®Google Scholar
• Dahlén, M., and M. Edenius. 2007. When is advertising advertising? Comparing responses to non-traditional and traditional advertising media. Journal of Current Issues & Research in Advertising 29, no. 1: 33–42. doi:10.1080/10641734.2007.10505206
   Google Scholar
• Dahlén, M., L. Friberg, and E. Nilsson. 2009. Long live creative media choice. Journal of Advertising 38, no. 2: 121–129. doi:10.2753/JOA0091-3367380208
   Web of Science ®Google Scholar
• Dahlén, M., S. Rosengren, F. Törn, and N. Öhman. 2008. Could placing ads wrong be right? Advertising effects of thematic incongruence. Journal of Advertising 37, no. 3: 57–67. doi:10.2753/JOA0091-3367370305
   Web of Science ®Google Scholar
• Derbaix, C., and J. Vanhamme. 2003. Inducing word-of-mouth by eliciting surprise – A pilot investigation. Journal of Economic Psychology 24, no. 1: 99–116. doi:10.1016/S0167-4870(02)00157-5
   Web of Science ®Google Scholar
• Eelen, J., and R.V.J. Seiler. 2015. Creative media use increases online sharing of your ad (but seems less effective for your brand). In Advances in advertising research. Vol. VI, The digital, the classic, the subtle and the alternative, ed. P.W.J. Verlegh, H.A.M. Voorveld and M. Eisend, 291–308. Heidelberg, Germany: Springer Gabler.
   Google Scholar
• Eelen, J., Rauwers, F., Wottrich, V.M., Voorveld, H. A. and G. van Noort. 2016. Consumer responses to creative media advertising: A literature review. In Advertising in new formats and media: Current research and implications for marketers, ed. P. De Pelsmacker, 19–46. Emerald Group Publishing Limited.
   Google Scholar
• Eisend, M. 2009. A meta-analysis of humor in advertising. Journal of Academy of Marketing Science 37, no. 2: 191–203. doi:10.1007/s11747-008-0096-y
   Web of Science ®Google Scholar
• Friestad, M., and P. Wright. 1994. The persuasion knowledge model: How people cope with persuasion attempts. Journal of Consumer Research 21: 1–31. doi:10.1086/209380
   Web of Science ®Google Scholar
• Friestad, M., and P. Wright. 1995. Persuasion knowledge: Lay people's and researchers' beliefs about the psychology of advertising. Journal of Consumer Research 22, no. 1: 62–74. doi:10.1086/209435
   Web of Science ®Google Scholar
• Hutter, K. 2015. Unusual location and unexpected execution in advertising: A content analysis and test of effectiveness in ambient advertisements. Journal of Marketing Communications 21, no. 1: 33–47. doi:10.1080/13527266.2014.970823
   Google Scholar
• Hutter, K., and S. Hoffmann. 2014. Guerilla marketing: The nature of the concept and propositions for further research. Asian Journal of Marketing 5, no. 2: 39–54. doi:10.1016/j.jretai.2013.08.001
   Google Scholar
• Izard, C.E. 1977. Human emotions. New York: Plenum Press.
   Google Scholar
• Johnston, W.A., and K.J. Hawley. 1994. Perceptual inhibition of expected inputs: The key that opens closed minds. Psychonomic Bulletin & Review 1, no. 1: 56–72. doi:10.3758/BF03200761
   PubMed Web of Science ®Google Scholar
• Koslow, S. 2000. Can the truth hurt? How honest and persuasive advertising can unintentionally lead to increased consumer skepticism. Journal of Consumer Affairs 3, no. 2: 245–267. doi:10.1111/j.1745-6606.2000.tb00093.x
   Web of Science ®Google Scholar
• Long, D.L., and A.C. Graesser. 1988. Wit and humor in discourse processing. Discourse Processes 11, no. 1: 35–60. doi:10.1080/01638538809544690
   Web of Science ®Google Scholar
• Meijers, M.H.C., J. Eelen, and H.A.M. Voorveld. 2016. Creative media advertising (SWOCC; No. 72). Amsterdam, Netherlands: Stichting Wetenschappelijk Onderzoek Commerciële Communicatie.
   Google Scholar
• Morrin, M., and S. Ratneshwar. 2000. The impact of ambient scent on evaluation, attention, and memory for familiar and unfamiliar brands. Journal of Business Research 49, no. 2: 157–165. doi:10.1016/S0148-2963(99)00006-5
   Web of Science ®Google Scholar
• Obermiller, C., E. Spangenberg, and D.L. MacLachlan. 2005. Ad skepticism: The consequences of disbelief. Journal of Advertising 34, no. 3: 7–17. doi:10.1080/00913367.2005.10639199
   Web of Science ®Google Scholar
• Petty, R.E., J.T. Cacciopo, A.J. Strathman, and J.R. Priester (1994). To think or not to think: Exploring two routes to persuasion. In Persuasion: Psychological insights and perspectives, ed. S. Shavitt and T.C., 113–148. Boston: Allyn and Bacon
   Google Scholar
• Rauwers, F., and G. Van Noort. 2015. The underlying processes of creative media advertising. In Advances in advertising research: The digital, the classic, the subtle and the alternative, ed P.W.J. Verlegh, H.A.M. Voorveld and M. Eisend, 309–324. Heidelberg, Germany: Springer Gabler.
   Google Scholar
• Roedder, D., and J.C. Whitney. 1986. The development of consumer knowledge in children: A cognitive structure approach. Journal of Consumer Research 12, no. 4: 406–417.
   Web of Science ®Google Scholar
• Rosengren, S., E. Modig, and M. Dahlén. 2015. The value of ambient communication from a consumer perspective. Journal of Marketing Communications 21, no. 1: 20–32. doi:10.1080/13527266.2014.970825
   Google Scholar
• Rozendaal, E., M.A. Lapierre, E.A. Van Reijmersdal, and M. Buijzen. 2011. Reconsidering advertising literacy as defense against advertising effects. Media Psychology 14, no. 4: 333–354. doi:10.1080/15213269.2011.620540
   Web of Science ®Google Scholar
• Speck, P.S. 1991. The humorous message taxonomy: A framework for the study of humorous ads. Current Issues and Research in Advertising 13, no. 1–2: 1–44. doi:10.1080/01633392.1991.10504957
   Google Scholar
• Speck, P.S., and M.T. Elliott. 1997. Predictors of advertising avoidance in print and broadcast media. Journal of Advertising 26, no. 3: 61–76. doi:10.1080/00913367.1997.10673529
   Web of Science ®Google Scholar
• Vanhamme, J. 2000. The link between surprise and satisfaction: An exploratory research on how best to measure surprise. Journal of Marketing Management 16, no. 6: 565–582. doi:10.1362/026725700785045949
   Google Scholar
• Van Noort, G., M.L. Antheunis, and E.A. Van Reijmersdal. 2012. Social connections and the persuasiveness of viral campaigns in social network sites: Persuasive intent as the underlying mechanism. Journal of Marketing Communications 18, no. 1: 39–53. doi:10.1080/13527266.2011.620764
   Google Scholar
• Van Reijmersdal, E.A., E. Rozendaal, and M. Buijzen. 2012. Effects of prominence, involvement, and persuasion knowledge on children's cognitive and affective responses to advergames. Journal of Interactive Marketing 26, no. 1: 33–42. doi:10.1016/j.intmar.2011.04.005
   Web of Science ®Google Scholar
• Warlaumont, H.G. 1997. Appropriating reality: Consumers’ perceptions of schema inconsistent advertising. Journalism & Mass Communication Quarterly 74, no. 1: 39–54. doi:10.1177/107769909707400104
   Web of Science ®Google Scholar
• Weinberger, M.G., and C.S. Gulas. 1992. The impact of humor in advertising: A review. Journal of Advertising 21, no. 4: 35–59. doi:10.1080/00913367.1992.10673384
   Web of Science ®Google Scholar
• Zhang, Y. 1996. Responses to humorous advertising: The moderating effect of need for cognition. Journal of Advertising 25, no. 1: 15–32. doi:10.1080/00913367.1996.10673493
   Web of Science ®Google Scholar