Advertiser risk taking, campaign originality, and campaign performance

Guangping Wang, Wenyu Dou, Hairong Li, Nan Zhou

Research output: Contribution to journalArticlepeer-review

22 Scopus citations


Originality is an important characteristic of effective advertising, but what contributes to advertising originality is far from clear. This research examines the effect of the advertiser's creative risk-taking propensity on campaign originality. We draw on agency theory and the creativity literature to develop two behavioral strategies that risk-taking advertiser can employ (i.e., creative qualification and trust in agency) to enhance advertising originality. We find the advertiser's risk taking increases its creative qualification effort and its trust in the chosen agency, and it is through qualification and trust that advertiser risk taking contributes to campaign originality and performance.

Original languageEnglish (US)
Pages (from-to)42-53
Number of pages12
JournalJournal of Advertising
Issue number1
StatePublished - 2013

All Science Journal Classification (ASJC) codes

  • Business and International Management
  • Communication
  • Marketing


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