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A Meta-Analysis of When and How Advertising Creativity WorksSara Rosengren, Martin Eisend, Scott Koslow, and Micael DahlenWeb AppendixTable WA1List of Papers and Data Sets Included in the Meta-AnalysisPaper #Data Set #Author, Year11 ADDIN EN.CITE <EndNote><Cite><Author>Ahmad</Author><Year>2011</Year><RecNum>8074</RecNum><DisplayText>Ahmad and Mahmood 2011</DisplayText><record><rec-number>8074</rec-number><foreign-keys><key app="EN" db-id="pzssvpw9tp5w0kesd28x0arod5sa05r90f5w" timestamp="0">8074</key></foreign-keys><ref-type name="Journal Article">17</ref-type><contributors><authors><author>Ahmad, Wisal</author><author>Mahmood, Zahid</author></authors></contributors><titles><title>An Empirical Investigation of the Association between Creative Advertising and Advertising Effectiveness in Pakistan</title><secondary-title>International Journal of Marketing Studies</secondary-title></titles><pages>32-52</pages><volume>3</volume><number>2</number><dates><year>2011</year></dates><urls></urls></record></Cite></EndNote>Ahmad and Mahmood 201122 ADDIN EN.CITE <EndNote><Cite><Author>Al Shuaili</Author><Year>2016</Year><RecNum>8693</RecNum><DisplayText>Al Shuaili 2016</DisplayText><record><rec-number>8693</rec-number><foreign-keys><key app="EN" db-id="pzssvpw9tp5w0kesd28x0arod5sa05r90f5w" timestamp="1503669226">8693</key></foreign-keys><ref-type name="Thesis">32</ref-type><contributors><authors><author>Al Shuaili, Ahmed Hamed Abdullah</author></authors></contributors><titles><title>Can Advertising Creativity Overcome Clutter? Affect, Attention, and Memory</title></titles><volume>PhD</volume><dates><year>2016</year></dates><publisher>Macquarie University, Sydney</publisher><work-type>Unpublished Doctoral</work-type><urls></urls></record></Cite></EndNote>Al Shuaili and Abdullah 201633 ADDIN EN.CITE <EndNote><Cite><Author>Ali</Author><Year>2016</Year><RecNum>8075</RecNum><DisplayText>Ali 2016</DisplayText><record><rec-number>8075</rec-number><foreign-keys><key app="EN" db-id="pzssvpw9tp5w0kesd28x0arod5sa05r90f5w" timestamp="0">8075</key></foreign-keys><ref-type name="Manuscript">36</ref-type><contributors><authors><author>Ali, Mazhar</author></authors></contributors><titles><title>Evaluating Advertising Effectiveness of Creative Television Advertisements for High Involvement Products</title><secondary-title>Working Paper</secondary-title></titles><dates><year>2016</year></dates><work-type>Working Paper</work-type><urls></urls></record></Cite></EndNote>Ali 201644 ADDIN EN.CITE <EndNote><Cite><Author>Altsech</Author><Year>1996</Year><RecNum>8694</RecNum><DisplayText>Altsech 1996</DisplayText><record><rec-number>8694</rec-number><foreign-keys><key app="EN" db-id="pzssvpw9tp5w0kesd28x0arod5sa05r90f5w" timestamp="1503669401">8694</key></foreign-keys><ref-type name="Thesis">32</ref-type><contributors><authors><author>Altsech, Moses B.</author></authors></contributors><titles><title>The Assessment of Creativity in Advertising and the Effectiveness of Creative Advertisements</title></titles><dates><year>1996</year></dates><publisher>Pennsylvania State University</publisher><work-type>Unpublished Doctoral</work-type><urls></urls></record></Cite></EndNote>Altsech 199655 ADDIN EN.CITE <EndNote><Cite><Author>Andrews</Author><Year>1992</Year><RecNum>10049</RecNum><DisplayText>Andrews et al. 1992</DisplayText><record><rec-number>10049</rec-number><foreign-keys><key app="EN" db-id="pzssvpw9tp5w0kesd28x0arod5sa05r90f5w" timestamp="1552858011">10049</key></foreign-keys><ref-type name="Journal Article">17</ref-type><contributors><authors><author>Andrews, J. Craig</author><author>Syed H. Akhter</author><author>Srinivas Durvasula</author><author>Darrel D. Muehling</author></authors></contributors><titles><title>The Effects of Advertising Distinctiveness and Message Content Involvement on Cognitive and Affective Responses to Advertising</title><secondary-title>Journal of Current Issues &amp; Research in Advertising</secondary-title></titles><periodical><full-title>Journal of Current Issues &amp; Research in Advertising</full-title></periodical><pages>45-58</pages><volume>14</volume><number>1</number><dates><year>1992</year></dates><urls></urls></record></Cite></EndNote>Andrews et al. 199266 ADDIN EN.CITE <EndNote><Cite><Author>Ang</Author><Year>2000</Year><RecNum>8076</RecNum><DisplayText>Ang 2000</DisplayText><record><rec-number>8076</rec-number><foreign-keys><key app="EN" db-id="pzssvpw9tp5w0kesd28x0arod5sa05r90f5w" timestamp="0">8076</key></foreign-keys><ref-type name="Journal Article">17</ref-type><contributors><authors><author>Ang, Lawrence</author></authors></contributors><titles><title>Creativity in Print Advertising: A Test of the Remote Associate Matching Model</title><secondary-title>Australasian Marketing Journal</secondary-title></titles><pages>31-44</pages><volume>8</volume><number>1</number><dates><year>2000</year></dates><urls></urls></record></Cite></EndNote>Ang 200077 ADDIN EN.CITE <EndNote><Cite><Author>Ang</Author><Year>2007</Year><RecNum>8077</RecNum><DisplayText>Ang, Lee, and Leong 2007</DisplayText><record><rec-number>8077</rec-number><foreign-keys><key app="EN" db-id="pzssvpw9tp5w0kesd28x0arod5sa05r90f5w" timestamp="0">8077</key></foreign-keys><ref-type name="Journal Article">17</ref-type><contributors><authors><author>Ang, Swee Hoon</author><author>Lee, Yih Hwai</author><author>Leong, Siew Leng</author></authors></contributors><titles><title>The Ad Creativity Cube: Conceptualization and Initial Validation</title><secondary-title>Journal of the Academy of Marketing Science</secondary-title></titles><periodical><full-title>Journal of the Academy of Marketing Science</full-title></periodical><volume>35</volume><number>220-232</number><dates><year>2007</year></dates><urls></urls></record></Cite></EndNote>Ang, Lee, and Leong 200788 ADDIN EN.CITE <EndNote><Cite><Author>Ang</Author><Year>2014</Year><RecNum>8078</RecNum><DisplayText>Ang et al. 2014</DisplayText><record><rec-number>8078</rec-number><foreign-keys><key app="EN" db-id="pzssvpw9tp5w0kesd28x0arod5sa05r90f5w" timestamp="0">8078</key></foreign-keys><ref-type name="Journal Article">17</ref-type><contributors><authors><author>Ang, Swee Hoon</author><author>Leong, Siew Meng</author><author>Lee, Yih Hwai</author><author>Lou, Seng Lee</author></authors></contributors><titles><title>Necessary but not Sufficient: Beyond Novelty in Advertising Creativity</title><secondary-title>Journal of Marketing Communications</secondary-title></titles><periodical><full-title>Journal of Marketing Communications</full-title></periodical><pages>214-230</pages><volume>20</volume><number>3</number><dates><year>2014</year></dates><urls></urls></record></Cite></EndNote>Ang et al. 201499 ADDIN EN.CITE <EndNote><Cite><Author>Ang</Author><Year>2000</Year><RecNum>8079</RecNum><DisplayText>Ang and Low 2000</DisplayText><record><rec-number>8079</rec-number><foreign-keys><key app="EN" db-id="pzssvpw9tp5w0kesd28x0arod5sa05r90f5w" timestamp="0">8079</key></foreign-keys><ref-type name="Journal Article">17</ref-type><contributors><authors><author>Ang, Swee Hoon</author><author>Low, Sharon Y. M.</author></authors></contributors><titles><title>Exploring the Dimensions of Ad Creativity</title><secondary-title>Psychology &amp; Marketing</secondary-title></titles><periodical><full-title>Psychology &amp; Marketing</full-title></periodical><pages>835-854</pages><volume>17</volume><number>10</number><dates><year>2000</year></dates><urls></urls></record></Cite></EndNote>Ang and Low 20001010–12 ADDIN EN.CITE <EndNote><Cite><Author>Baack</Author><Year>2008</Year><RecNum>8080</RecNum><DisplayText>Baack, Wilson, and Till 2008</DisplayText><record><rec-number>8080</rec-number><foreign-keys><key app="EN" db-id="pzssvpw9tp5w0kesd28x0arod5sa05r90f5w" timestamp="0">8080</key></foreign-keys><ref-type name="Journal Article">17</ref-type><contributors><authors><author>Baack, Daniel W.</author><author>Wilson, Rick T.</author><author>Till, Brian D.</author></authors></contributors><titles><title>Creativity and Memory Effects. Recall, Recognition, and an Exploration of Nontraditional Media</title><secondary-title>Journal of Advertising</secondary-title></titles><periodical><full-title>Journal of Advertising</full-title></periodical><pages>85-94</pages><volume>37</volume><number>4</number><dates><year>2008</year></dates><urls></urls></record></Cite></EndNote>Baack, Wilson, and Till 20081113 ADDIN EN.CITE <EndNote><Cite><Author>Baack</Author><Year>2015</Year><RecNum>8081</RecNum><DisplayText>Baack et al. 2015</DisplayText><record><rec-number>8081</rec-number><foreign-keys><key app="EN" db-id="pzssvpw9tp5w0kesd28x0arod5sa05r90f5w" timestamp="0">8081</key></foreign-keys><ref-type name="Journal Article">17</ref-type><contributors><authors><author>Baack, Daniel W.</author><author>Wilson, Rick T.</author><author>van Dessel, Maria M.</author><author>Patti, Charles H.</author></authors></contributors><titles><title>Advertising to Businesses: Does Creativity Matter?</title><secondary-title>Industrial Marketing Management</secondary-title></titles><pages>169-177</pages><volume>55</volume><number>May</number><dates><year>2015</year></dates><urls></urls></record></Cite></EndNote>Baack et al. 20151214 ADDIN EN.CITE <EndNote><Cite><Author>Bellman</Author><Year>2017</Year><RecNum>10030</RecNum><DisplayText>Bellman et al. 2017</DisplayText><record><rec-number>10030</rec-number><foreign-keys><key app="EN" db-id="pzssvpw9tp5w0kesd28x0arod5sa05r90f5w" timestamp="1550493312">10030</key></foreign-keys><ref-type name="Journal Article">17</ref-type><contributors><authors><author>Steven Bellman</author><author>Jennifer A. Robinson</author><author>Brooke Wooley</author><author>Duane Varan</author></authors></contributors><titles><title>The Effects of Social TV on Television Advertising Effectiveness</title><secondary-title>Journal of Marketing Communications</secondary-title></titles><periodical><full-title>Journal of Marketing Communications</full-title></periodical><pages>73-91</pages><volume>23</volume><number>1</number><dates><year>2017</year></dates><urls></urls></record></Cite></EndNote>Bellman et al. 20171315 ADDIN EN.CITE <EndNote><Cite><Author>Budiawan</Author><Year>2017</Year><RecNum>8695</RecNum><DisplayText>Budiawan, Satria, and Simanjuntak 2017</DisplayText><record><rec-number>8695</rec-number><foreign-keys><key app="EN" db-id="pzssvpw9tp5w0kesd28x0arod5sa05r90f5w" timestamp="1503669637">8695</key></foreign-keys><ref-type name="Journal Article">17</ref-type><contributors><authors><author>Budiawan, Ramdan</author><author>Satria, Arif</author><author>Simanjuntak, Megawati</author></authors></contributors><titles><title>The Quasi-Experimental Study of the Influence of Advertising Creativity and Exposure Intensity Toward Purchasing Action with AIDA Approach</title><secondary-title>Independent Journal of Managment and Production</secondary-title></titles><pages>378-394</pages><volume>8</volume><number>2</number><dates><year>2017</year></dates><urls></urls></record></Cite></EndNote>Budiawan, Satria, and Simanjuntak 20171416 ADDIN EN.CITE <EndNote><Cite><Author>Burgers</Author><Year>2015</Year><RecNum>8082</RecNum><DisplayText>Burgers et al. 2015</DisplayText><record><rec-number>8082</rec-number><foreign-keys><key app="EN" db-id="pzssvpw9tp5w0kesd28x0arod5sa05r90f5w" timestamp="0">8082</key></foreign-keys><ref-type name="Journal Article">17</ref-type><contributors><authors><author>Burgers, Christian</author><author>Konijn, Elly A.</author><author>Steen, Gerald J.</author><author>Iepsma, Marlies A. 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Smith</author></authors></contributors><titles><title>The Boundaries for Ad Creativity: Effects of Type of Divergence and Brand Processing and Responses</title><secondary-title>Journal of Brand Management</secondary-title></titles><periodical><full-title>Journal of Brand Management</full-title></periodical><pages>forthcoming</pages><dates><year>2018</year></dates><urls></urls></record></Cite></EndNote>Chen and Smith 20181923 ADDIN EN.CITE <EndNote><Cite><Author>Chen</Author><Year>2016</Year><RecNum>8084</RecNum><DisplayText>Chen, Yang, and Smith 2016</DisplayText><record><rec-number>8084</rec-number><foreign-keys><key app="EN" db-id="pzssvpw9tp5w0kesd28x0arod5sa05r90f5w" timestamp="0">8084</key></foreign-keys><ref-type name="Journal Article">17</ref-type><contributors><authors><author>Chen, Jiemiao</author><author>Yang, Xiaojing</author><author>Smith, Robert E.</author></authors></contributors><titles><title>The Effects of Creativity on Advertising Wear-In and Wear-Out</title><secondary-title>Journal of the Academy of Marketing Science</secondary-title></titles><periodical><full-title>Journal of the Academy of Marketing Science</full-title></periodical><pages>334-349</pages><volume>44</volume><number>3</number><dates><year>2016</year></dates><urls></urls></record></Cite></EndNote>Chen, Yang, and Smith 20162024–26 ADDIN EN.CITE <EndNote><Cite><Author>Dahlén</Author><Year>2018</Year><RecNum>10050</RecNum><DisplayText>Dahlén, Rosengren, and Karsberg 2018</DisplayText><record><rec-number>10050</rec-number><foreign-keys><key app="EN" db-id="pzssvpw9tp5w0kesd28x0arod5sa05r90f5w" timestamp="1552858333">10050</key></foreign-keys><ref-type name="Journal Article">17</ref-type><contributors><authors><author>Dahlén, Micael</author><author>Sara Rosengren</author><author>John Karsberg</author></authors></contributors><titles><title>The Effects of Signaling Monetary and Creative Effort in Ads. Advertising Effort Can Go a Long Way Influencing B2B Clients, Employees, and Investors</title><secondary-title>Journal of Advertising Research</secondary-title></titles><periodical><full-title>Journal of Advertising Research</full-title></periodical><pages>433-442</pages><volume>58</volume><number>4</number><dates><year>2018</year></dates><urls></urls></record></Cite></EndNote>Dahlén, Rosengren, and Karsberg 20182127 ADDIN EN.CITE <EndNote><Cite><Author>Dahlén</Author><Year>2008</Year><RecNum>8085</RecNum><DisplayText>Dahlén, Rosengren, and T?rn 2008</DisplayText><record><rec-number>8085</rec-number><foreign-keys><key app="EN" db-id="pzssvpw9tp5w0kesd28x0arod5sa05r90f5w" timestamp="0">8085</key></foreign-keys><ref-type name="Journal Article">17</ref-type><contributors><authors><author>Dahlén, Micael</author><author>Rosengren, Sara</author><author>T?rn, Fredrik</author></authors></contributors><titles><title>Advertising Creativity Matters</title><secondary-title>Journal of Advertising Research</secondary-title></titles><periodical><full-title>Journal of Advertising Research</full-title></periodical><pages>392-403</pages><volume>48</volume><number>3</number><dates><year>2008</year></dates><urls></urls></record></Cite></EndNote>Dahlén, Rosengren, and T?rn 20082228 ADDIN EN.CITE <EndNote><Cite><Author>Dass</Author><Year>2014</Year><RecNum>8086</RecNum><DisplayText>Dass et al. 2014</DisplayText><record><rec-number>8086</rec-number><foreign-keys><key app="EN" db-id="pzssvpw9tp5w0kesd28x0arod5sa05r90f5w" timestamp="0">8086</key></foreign-keys><ref-type name="Journal Article">17</ref-type><contributors><authors><author>Dass, Mayukh</author><author>Kohli, Chiranjeev</author><author>Kumar, Piyush</author><author>Thomas, Sunil</author></authors></contributors><titles><title>A Study of the Antecedents of Slogan Liking</title><secondary-title>Journal of Business Research</secondary-title></titles><periodical><full-title>Journal of Business Research</full-title><abbr-1>J. 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Y.</author><author>Huarng, Shy-Peih</author><author>Chuang, Shang-Wen</author></authors></contributors><titles><title>Right Fronto-Temporal EEG Can Differentiate the Affective Responses to Award-Winning Advertisements</title><secondary-title>International Journal of Neural Systems</secondary-title></titles><pages>forthcoming</pages><volume>27</volume><dates><year>2017</year></dates><urls></urls></record></Cite></EndNote>Wang, Huarng, and Chuang 20186588 ADDIN EN.CITE <EndNote><Cite><Author>Wilson</Author><Year>2015</Year><RecNum>8110</RecNum><DisplayText>Wilson, Baack, and Till 2015</DisplayText><record><rec-number>8110</rec-number><foreign-keys><key app="EN" db-id="pzssvpw9tp5w0kesd28x0arod5sa05r90f5w" timestamp="0">8110</key></foreign-keys><ref-type name="Journal Article">17</ref-type><contributors><authors><author>Wilson, Rick T.</author><author>Baack, Daniel W.</author><author>Till, Brian D.</author></authors></contributors><titles><title>Creativity, Attention and the Memory for Brands: An Outdoor Advertising Field Study</title><secondary-title>International Journal of Advertising</secondary-title></titles><periodical><full-title>International Journal of Advertising</full-title></periodical><pages>232-261</pages><volume>34</volume><number>2</number><dates><year>2015</year></dates><urls></urls></record></Cite></EndNote>Wilson, Baack, and Till 20156689–90 ADDIN EN.CITE <EndNote><Cite><Author>Yang</Author><Year>2006</Year><RecNum>8111</RecNum><DisplayText>Yang 2006</DisplayText><record><rec-number>8111</rec-number><foreign-keys><key app="EN" db-id="pzssvpw9tp5w0kesd28x0arod5sa05r90f5w" timestamp="0">8111</key></foreign-keys><ref-type name="Thesis">32</ref-type><contributors><authors><author>Yang, Xiaojing</author></authors></contributors><titles><title>The Impact of Perceived Advertising Creativity on Ad Processing and Response</title></titles><dates><year>2006</year></dates><publisher>Indiana University</publisher><work-type>Unpublished Doctoral</work-type><urls></urls></record></Cite></EndNote>Yang 20066791–93 ADDIN EN.CITE <EndNote><Cite><Author>Yang</Author><Year>2009</Year><RecNum>8112</RecNum><DisplayText>Yang and Smith 2009</DisplayText><record><rec-number>8112</rec-number><foreign-keys><key app="EN" db-id="pzssvpw9tp5w0kesd28x0arod5sa05r90f5w" timestamp="0">8112</key></foreign-keys><ref-type name="Journal Article">17</ref-type><contributors><authors><author>Yang, Xiaojing</author><author>Smith, Robert E.</author></authors></contributors><titles><title>Beyond Attention Effects: Modeling the Persuasive and Emotional Effects of Advertising Creativity</title><secondary-title>Marketing Science</secondary-title></titles><periodical><full-title>Marketing Science</full-title><abbr-1>Marketing Sci.</abbr-1><abbr-2>Marketing Sci</abbr-2></periodical><pages>935-949</pages><volume>28</volume><number>5</number><dates><year>2009</year></dates><urls></urls></record></Cite></EndNote>Yang and Smith 2009Table WA2Meta-Analytic Correlation MatrixCreativityPositive AffectAd ProcessingPerceived Sender EffortAadPositive affectr.293ka32Nb2,610Ad processingr.337.305K64N1,037618Perceived sender effortr.396.212.229k933N6,3101,646858Aadr.491.608.592.645k192345N19,7291,0081,143901Abrandr.317.556.463.487.639k1384368N11,4341,0086183,9001,381 Note. k: number of correlations = 449; N: cumulative sample size with harmonic mean = 1,293.Table WA3Comparison of Mediation Paths in the Full Model: Chi-Square Difference TestPath 1Path 2χ2 Difference Test (df = 1)Creativity Positive affectCreativity Ad processing1.801Creativity Positive affectCreativity Perceived sender effort1.601Creativity Ad processingCreativity Perceived sender effort.014Positive affect Attitude toward the adAd processing Attitude toward the ad.568Positive affect Attitude toward the adPerceived sender effort Attitude toward the ad8.947**Ad processing Attitude toward the adPerceived sender effort Attitude toward the ad25.418*****Significant at p < .01; ***Significant at p < .001.Table WA4Comparison of the Full Model for Originality Versus Appropriateness: Coefficients and Fit IndicesOriginalityAppropriatenessχ2 Difference Test (df = 1)Creativity Positive affect.162***.0287.401**Creativity Ad processing.337***.337***0Creativity Perceived sender effort.189***.435***26.371***Creativity Attitude toward the ad.121***.185***5.900*Positive affect Perceived sender effort.144***.193***1.026Positive affect Attitude toward the ad.392***.424***1.618Positive affect Attitude toward the brand.373***.373***0Positive affect Processing.250***.295***.856Ad processing Attitude toward the ad.327***.308***.527Ad processing Attitude toward the brand.234***.234***0Ad processing Perceived sender effort.121***.0243.773+Perceived sender effort Attitude toward the ad.456***.402***4.479*Perceived sender effort Attitude toward the brand.304***.304***0Attitude toward the ad Attitude toward the brand.078+.0780Model Statistics χ2/df18.466/2 ? 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