Investigating the relationship between stereotyping and creativity during marketing campaigns in marketeers and audiences.

ABSTRACT: Stereotyping others in a creative process may negatively affect creative output, yet there is currently scant empirical evidence of a link between stereotyping and creativity; here, we explore this link in marketing communications. In a quasi-experiment, we introduced a novel intervention to disrupt marketeers' dependency on stereotypes and boost their creativity. The intervention decreased marketeers' use of stereotypes when selecting consumer labels-descriptive labels of a typical consumer based on consumer information-while enhancing the creativity of ideas. In another set of online experiments, we asked British residents to rate the creativity of advertisements and purchase intentions toward advertising products with different levels of stereotypical depictions of people. We found a li

SUBMITTER: Tan N 

PROVIDER: S-EPMC11374892 | biostudies-literature | 2024 Sep

REPOSITORIES: biostudies-literature