Advertising creativity and repetition: recall, wearout and wearin effects

Creativity is seen as an important component of advertising, with highly creative ads being easier to recall than control ads.

Advertising creativity and repetition: recall, wearout and wearin effects

Kevin Lehnert

Grand Valley State University

Brian D. Till

Xavier University

Brad D. Carlson

Saint Louis University


Creativity in advertising is an important consideration in understanding marketing communications as it serves to help marketing messages break through clutter and leave a lasting impression in the consumer’s mind. The importance of the topic t 2007; Baack 2008; Sheinin 2011), attitude (Ang & Low 2000; Smith. 2007; Dahlén 2008; Sheinin. 2011), strategic use of creative­ ads to elicit emotional responses (Heath 2009; Yang & Smith 2009; Cornelis 2012), and product evaluations and purchase intentions (Dahlén 2005; Smith. 2007; Dahlén. 2008). Perhaps most relevant for marketing managers, creativity is an important antecedent of advertising effectiveness (Reid 1998; Dahlén,. 2008). However, the majority of research on creativity in advertising has focused on the creative process and the development of creative ads (Nyilasy & Reid 2009; Ashley & Oliver 2010; Stuhlfaut 2011) rather than how consumers respond to repeated exposure to creative advertisements. Although the importance of developing creative advertising is undeniable, understanding the impact of creativity on consumer responses to advertising should prove to be an important area of investigation as managers attempt to assess the potential added value of implementing highly creative versus less creative advertising.

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands