The role of consumer insight in creative advertising development: essential aid or cognitive bias?

Parker, J., Koslow, S., Ang, L. and Tevi, A. ORCID: 0000-0002-4993-7406, 2019. The role of consumer insight in creative advertising development: essential aid or cognitive bias? In: 2019 INFORMS Marketing Science Conference, Roma Tre University, Rome, Italy, 20-22 June 2019.

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Abstract

Advertising professionals praise the role of consumer insight in solving advertising problems creatively. Marketing clients and account planners claim to use insight to inject the necessary strategy into a campaign, building a creative platform upon which a brand connects with consumers. Although insight is widely seen as an invaluable aid, another perspective is that insight can create mental set fixation, a cognitive bias that reinforces only limited perspectives on a problem, thus inhibiting creativity. This study examines whether strong, weak or no primed insight conditions help or hinder professional creatives to develop highly creative advertising ideas, testing across two media, print and television. Self-assessments of creatives show that they see insight as compensating for low domain knowledge. However, assessments by objective judges, who are also creatives, show insight works by compensating for low intrinsic motivation. Although we show consumer insight can improve the quality of creative ideas, it should be carefully managed to produce consistently high-quality creative work.

Item Type:	Conference contribution
Creators:	Parker, J., Koslow, S., Ang, L. and Tevi, A.
Date:	June 2019
Identifiers:	Number Type 1242016 Other
Divisions:	Schools > Nottingham Business School
Record created by:	Jonathan Gallacher
Date Added:	02 Dec 2019 14:27
Last Modified:	02 Dec 2019 14:27
URI:	https://irep.ntu.ac.uk/id/eprint/38691

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