Past research has examined the effects of ad creativity on a variety of cognitive, affective, and conative variables. In a conceptual article, Smith and Yang (2004) suggest that creative advertising helps to attract more attention from consumers because divergence creates a contrast with less-creative ads. Adopting MacInnis and Jaworski's (1989) ad-processing model as a guide, Smith and Yang (2004) provide theoretical explanations for how the divergence factors should impact different stages of information
HOE models describe the stages that consumers go through while forming or changing brand attitudes and purchase intentions. While many different versions of the HOE model have been advanced in marketing and social psychology, they reveal a systematic response process that can be divided into sequential stages for closer examination. In this research, HOE models are summarized and …
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