Role of Divergence and Relevance in Advertising Creativity Singh Pravin Chandra1, Gautam Amit2 1Research Scholar of IM-BHU, Varanasi. He can be reached at pravinchandrasingh@fmsbhu.ac.in 2Professor at IM-BHU, Varanasi. He can be reached at amitgautam@fmsbhu.ac.in JEL Classification Code: M3, M37 Online published on 15 January, 2020. Abstract Creativity helps to increase the effectiveness of advertising, but advertising research has put minimum emphasis on creativity. Hence, the rationale of this study is to examine the role of divergence and relevance because divergence and relevance are the pillars of overall advertising creativity. The data for this study were collected from consumers of north India. A total of 384 respondents filled the questionnaire properly, so 384 questionnaires were taken into consideration for analysis and were analysed through SPSS 20.0. The finding of this study indicates that divergence and relevance both are significant for the formation of a positive consumer attitude towards creativity. As far as the sub-dimensions of divergence and relevance are concerned, sub-dimension of divergence, that is, artistic value, has the strongest relationship with the attitude towards creativity, whereas flexibility has the weakest relationship with the attitude towards creativity Top Keywords Advertising creativity, divergence, relevance, artistic value, flexibility. Top |