Ad creativity in a negative context: How a thanking message frame enhances purchase intention in times of crisis |
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| Institution: | 1. Department of Management and Marketing, Swinburne University of Technology, Hawthorn, VIC, 3122, Australia;2. Center for Retailing, Stockholm School of Economics, PO Box 6501, SE-113 83, Stockholm, Sweden;3. Department of Marketing, University of San Diego, School of Business, 5998 Alcalá Park, San Diego, CA, 92110, USA;1. School of Industrial Engineering, College of Engineering, University of Tehran, Iran;2. School of Business and Economics, RWTH Aachen University, Aachen, Germany;3. Centre for Research in Sustainable Supply Chain Analytics, Rowe School of Business, Dalhousie University, Halifax, NS, Canada;1. Ehrenberg-Bass Institute, UniSA Business, University of South Australia, City West Campus Level 4, Yungondi Building, North Terrace Adelaide, SA 5000, Australia;2. Massey University, Auckland, New Zealand;1. School of Economics and Business Administration, Chongqing University, Chongqing, 400030, China;2. School of Economics & Management, South China Normal University, Guangzhou, 510006, China |
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| Abstract: | Traditionally, advertising relies on creativity to increase its effectiveness. However, little is known about the use of creativity in negatively-valenced situations. For instance, in times of crisis such as the COVID-19 pandemic, how should retailers engage in advertising? Should they strive to deliver creative advertising, or not? We investigate the role of ad creativity during times of crisis, based on 43,459 consumer responses to 49 retail and service brand ads. To do so, we investigate the separate effects of the two dimensions of ad creativity: originality and appropriateness. Results indicate that creativity works differently in a crisis context, with originality and appropriateness having different effects on consumers. Further, we find that originality and appropriateness trigger emotions in opposite ways. However, ads that engage thanking - be it of employees, customers, or frontline emergency workers - strengthen these effects. |
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| Keywords: | Retail purchase Ad creativity Ad originality Ad relevance COVID-19 Crisis Thanking frame |
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