The Persuasive Effects and Underlying Mechanisms of Creative Media Advertising

• In Event: Processes Underlying Advertising and Consumer Behavior

Abstract

Advertisers are continuously searching for new advertising formats to break through the ever-growing clutter. Creative media advertising may be the solution they are looking for. Only a few studies have examined the effectiveness of this advertising type, though with promising results. This study extends previous findings on the persuasive impact of creative media advertising and, based on Schema Theory, tests three potential underlying processes (i.e., perceived: surprise, persuasive intent, and humour). In a field experiment, 78 participants were exposed to one of the media advertising conditions (creative vs. traditional). The results revealed a positive direct effect of exposure to a creative (vs. traditional) media ad on cognitive responses (i.e., brand recall and recognition). Also, was the creative media ad perceived as more surprising, persuasive, and humorous. However, only perceived humor and perceived persuasive intent mediated the effects on affective (i.e., brand and ad attitudes) and behavioral responses (i.e., purchase intention).

Authors

• Fabienne Rauwers, U of Amsterdam

• Guda van Noort, U of Amsterdam