Abstract This study selects the context of emerging markets to examine the role of ad creativity dimensions (divergence and relevance) in shaping the attitude of consumers. Most of the existing studies exploring consumer perceived creativity and its dimensions are based on inputs from consumers in developed markets. Using an experimental design, we test the differential effect of divergence and relevance for Indian consumers. The results indicate that for consumers from emerging markets, the role of relevance, which is mostly undermined, is as effective as divergence. The mediating role of attitude toward advertisement was established in the relationship between consumer perceived creativity and brand attitude. The main effects of divergence and interaction effects of divergence and relevance were found to be significant in influencing the consumers’ ad and brand attitude as well as motivation to process information. Ads high in creativity were found to result in a higher unaided product and brand recall. Ads high on divergence also resulted in increased consumers’ intentions to share the ad, which may be considered as a higher potential of becoming viral. The overall findings suggest that standardized advertising in global markets may have limited effectiveness.

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广告中的差异性或相关性：在新兴市场中什么有效？来自印度消费者的证据

摘要本研究选择新兴市场为背景，研究广告创意维度（差异性和相关性）在塑造消费者态度方面的作用。现有的大多数探索消费者感知的创造力及其规模的研究都是基于发达市场消费者的投入。通过实验设计，我们测试了差异和相关性对印度消费者的不同影响。结果表明，对于新兴市场的消费者而言，相关性的作用和差异一样有效，而这一作用在很大程度上被削弱了。在消费者感知的创造力和品牌态度之间的关系中，确立了广告态度的中介作用。发现差异的主要影响以及差异和相关性的交互作用在影响消费者的广告和品牌态度以及处理信息的动机方面具有重要意义。发现具有高创意的广告可以带来更高的独立产品和品牌召回率。差异较大的广告还导致消费者分享广告的意愿增强，这被认为具有更大的传播潜力。总体发现表明，全球市场上的标准化广告可能效果有限。这可能被认为是传播病毒的更高潜力。总体发现表明，全球市场上的标准化广告可能效果有限。这可能被认为是传播病毒的更高潜力。总体发现表明，全球市场上的标准化广告可能效果有限。