The Effect of Creative Advertising on Consumers' Purchase Intention

Abstract

In the era of digital marketing, increasing social media saturation has made it difficult for traditional advertising to capture consumer attention, highlighting the importance of creative advertising. Guided by the Stimulus–Organism–Response (S-O-R) framework, this study examines how creative advertising influences consumer purchase intention through cognitive and emotional responses. A qualitative descriptive design was employed, using semi-structured interviews with 12 purposively selected adult consumers, with data analyzed through thematic analysis. Findings indicate that creative advertising captures attention and reduces psychological resistance through humor, storytelling, and novelty. It elicits positive emotional and cognitive responses, enhancing engagement, memory, and brand trust. These responses mediate purchase intention by shaping preferences and aiding decision recall. Additionally, creative advertising stimulates both planned and impulse-driven purchases by creating meaningful emotional experiences. The study concludes that creative advertising serves as a powerful psychological and behavioral catalyst, offering valuable insights for developing more effective and engaging social media marketing strategies.