How does consumer insight support the leap to a creative idea inside the creative process: shifting the advertising appeal from functional to emotional

Parker, J., Koslow, S., Ang, L. and Tevi, A. ORCID: 0000-0002-4993-7406, 2020. How does consumer insight support the leap to a creative idea inside the creative process: shifting the advertising appeal from functional to emotional. Journal of Advertising Research, 60 (2). ISSN 1740-1909

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Abstract

Account planners identify and articulate a key strategic resource, consumer insight, from which creative ideation is said to "leap." We argue that insight gives creatives a license to develop emotional advertising that connects with consumers. An experiment is performed using 60 working creatives who developed creative advertising ideas under three treatment conditions; a strong insight, a weak one and a no primed insight control. Although the knowledge domains creatives use in executions appear similar across the three conditions, providing insight leads to more emotional appeals rather than functional ones, especially for strong insight.

Item Type: Journal article
Alternative Title: Consumer insight supports the "leap" to a creative idea by shifting the advertising appeal from functional to emotional
Publication Title: Journal of Advertising Research
Creators: Parker, J., Koslow, S., Ang, L. and Tevi, A.
Publisher: World Advertising Research Center
Date: 1 June 2020
Volume: 60
Number: 2
ISSN: 1740-1909
Identifiers:
NumberType
10.2501/JAR-2020-012DOI
1241883Other
Divisions: Schools > Nottingham Business School
Record created by: Jonathan Gallacher
Date Added: 02 Dec 2019 13:36
Last Modified: 09 Jul 2020 09:06
URI: http://irep.ntu.ac.uk/id/eprint/38688

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