Priming for creative thinking in advertising

Tobias Langner; Franz-Rudolf Esch; Lawrence Ang

Priming for creative thinking in advertising

Tobias Langner, Franz-Rudolf Esch, Lawrence Ang

Macquarie Graduate School of Management

Research output: Chapter in Book/Report/Conference proceeding › Conference proceeding contribution › peer-review

Abstract

Even though brainstorming was popularised 50 year ago by an advertising executive, its effectiveness has never been empirically tested within an advertising context. Most empirical studies tend to be laboratory-based using non-advertising tasks. In this study, we tested a practical brainstorming method called semantic priming on an advertising task carried out in a more naturalistic setting for a brand of chocolate. We found that participants who were exposed to different semantic cues not only generated more advertising ideas, but their ideas had greater variety and detail. Such priming effects are larger when people brainstormed individually than in groups.

Original language	English
Title of host publication	ANZMAC 2006 Abstracts & programme
Subtitle of host publication	Brisbane, Queensland 4-6 December 2006 : advancing theory, maintaining relevance
Editors	Yunus Ali, Maria van Dessel
Place of Publication	Brisbane, Qld
Publisher	Queensland University of Technology
ISBN (Print)	1741071593
Publication status	Published - 2006
Event	Australian and New Zealand Marketing Academy Conference (2006) - Brisbane Duration: 4 Dec 2006 → 6 Dec 2006

Conference

Conference	Australian and New Zealand Marketing Academy Conference (2006)
City	Brisbane
Period	4/12/06 → 6/12/06

Cite this

@inproceedings{a8b606d2bef04118a24e047c9d699107,

title = "Priming for creative thinking in advertising",

abstract = "Even though brainstorming was popularised 50 year ago by an advertising executive, its effectiveness has never been empirically tested within an advertising context. Most empirical studies tend to be laboratory-based using non-advertising tasks. In this study, we tested a practical brainstorming method called semantic priming on an advertising task carried out in a more naturalistic setting for a brand of chocolate. We found that participants who were exposed to different semantic cues not only generated more advertising ideas, but their ideas had greater variety and detail. Such priming effects are larger when people brainstormed individually than in groups.",

author = "Tobias Langner and Franz-Rudolf Esch and Lawrence Ang",

year = "2006",

language = "English",

isbn = "1741071593",

editor = "Yunus Ali and {van Dessel}, Maria",

booktitle = "ANZMAC 2006 Abstracts & programme",

publisher = "Queensland University of Technology",

address = "Australia",

note = "Australian and New Zealand Marketing Academy Conference (2006) ; Conference date: 04-12-2006 Through 06-12-2006",

}

Priming for creative thinking in advertising. / Langner, Tobias; Esch, Franz-Rudolf; Ang, Lawrence.

ANZMAC 2006 Abstracts & programme: Brisbane, Queensland 4-6 December 2006 : advancing theory, maintaining relevance. ed. / Yunus Ali; Maria van Dessel. Brisbane, Qld : Queensland University of Technology, 2006.

Research output: Chapter in Book/Report/Conference proceeding › Conference proceeding contribution › peer-review

TY - GEN

T1 - Priming for creative thinking in advertising

AU - Langner, Tobias

AU - Esch, Franz-Rudolf

AU - Ang, Lawrence

PY - 2006

Y1 - 2006

N2 - Even though brainstorming was popularised 50 year ago by an advertising executive, its effectiveness has never been empirically tested within an advertising context. Most empirical studies tend to be laboratory-based using non-advertising tasks. In this study, we tested a practical brainstorming method called semantic priming on an advertising task carried out in a more naturalistic setting for a brand of chocolate. We found that participants who were exposed to different semantic cues not only generated more advertising ideas, but their ideas had greater variety and detail. Such priming effects are larger when people brainstormed individually than in groups.

AB - Even though brainstorming was popularised 50 year ago by an advertising executive, its effectiveness has never been empirically tested within an advertising context. Most empirical studies tend to be laboratory-based using non-advertising tasks. In this study, we tested a practical brainstorming method called semantic priming on an advertising task carried out in a more naturalistic setting for a brand of chocolate. We found that participants who were exposed to different semantic cues not only generated more advertising ideas, but their ideas had greater variety and detail. Such priming effects are larger when people brainstormed individually than in groups.

M3 - Conference proceeding contribution

SN - 1741071593

BT - ANZMAC 2006 Abstracts & programme

A2 - Ali, Yunus

A2 - van Dessel, Maria

PB - Queensland University of Technology

CY - Brisbane, Qld

T2 - Australian and New Zealand Marketing Academy Conference (2006)

Y2 - 4 December 2006 through 6 December 2006

ER -

Priming for creative thinking in advertising

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