Measures the degree to which a consumer perceives an advertisement as different, uncommon, and unusual compared to other ads. Divergence is one of the two primary dimensions of advertising creativity in Smith et al.'s (2007) model — the other being relevance — and captures the extent to which an ad departs from the norm without specifying the nature of that departure. Used in cross-cultural research on advertising creativity and in studies of rhetorical advertising strategies.
Smith, R.E., MacKenzie, S.B., Yang, X., Buchholz, L.M., & Darley, W.K. (2007). Modeling the determinants and effects of creativity in advertising. Marketing Science, 26(6), 819-833.
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