Enhancing creativity perception through fear

Volume: 139, Pages: 1084 - 1098
Published: Feb 1, 2022
Abstract
• This research finds that fear positively impacts creativity perceptions, leading to increased advertising effectiveness. • Effect of fear on perceived creativity is mediated by ad engagement. • Fear’s positive impact on creativity perception holds for both integral fear (i.e., fear appeal) and incidental fear (e.g., dispositional/trait fear, fear due to an unrelated frightening situation). • Fear’s positive impact on creativity perception...
Paper Details
Title
Enhancing creativity perception through fear
Published Date
Feb 1, 2022
Volume
139
Pages
1084 - 1098
Citation AnalysisPro
  • Scinapse’s Top 10 Citation Journals & Affiliations graph reveals the quality and authenticity of citations received by a paper.
  • Discover whether citations have been inflated due to self-citations, or if citations include institutional bias.