Are Advertising Agency Creatives More Creative Than Anyone Else? An Exploratory Test of Competing Predictions
Federico de Gregorio; Kasey Windels · 2020 · Journal of Advertising
WASTE classifies this as Negative / Null Result Report · AI classification, approximate
The study found no significant effect — useful as a negative control or null benchmark for your own design.
Abstract (excerpt)
This exploratory research tests two competing general predictions: the expert-performance literature predicting creatives will demonstrate greater creativity than others while the process-performance paradox literature predicting they will…
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WASTE indexes this work — it does not host or republish it. Failure-type classification is automated and approximate.
Metadata source: OpenAlex · DOI 10.1080/00913367.2020.1799268