Exploring the dimensions of ad creativity

This study explored the influence of dimensions of creativity—novelty (expectancy), meaningfulness (relevancy), and emotion (valence of feelings)—on attitude toward the ad, attitude toward the brand, and purchase intention. The results indicate that unexpectedness enhanced ad effectiveness over expectedness when the ad has positive feelings. When the ad contains negative feelings, attitude toward the ad was diluted with unexpectedness vs. expectedness. Relevance was not critical in encouraging favorable responses when the ad is unexpected. With an unexpected–relevant–positive-feeling ad used as the baseline, a creative ad generated more favorable attitude toward the ad than other ad conditions. However, ad creativity resulted in more favorable brand attitude and purchase intention only against selected ad conditions. Theoretical and managerial implications are discussed and directions for future research furnished.