Priming for creative thinking in advertising

Tobias Langner, Franz-Rudolf Esch, Lawrence Ang

Research output: Chapter in Book/Report/Conference proceedingConference proceeding contributionpeer-review


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 languageEnglish
Title of host publicationANZMAC 2006 Abstracts & programme
Subtitle of host publicationBrisbane, Queensland 4-6 December 2006 : advancing theory, maintaining relevance
EditorsYunus Ali, Maria van Dessel
Place of PublicationBrisbane, Qld
PublisherQueensland University of Technology
ISBN (Print)1741071593
Publication statusPublished - 2006
EventAustralian and New Zealand Marketing Academy Conference (2006) - Brisbane
Duration: 4 Dec 20066 Dec 2006


ConferenceAustralian and New Zealand Marketing Academy Conference (2006)


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