{"id":"W4382541189","doi":"10.1177/00222437231187630","title":"Divergent Versus Relevant Ads: How Creative Ads Affect Purchase Intention for New Products","year":2023,"lang":"en","type":"article","venue":"Journal of Marketing Research","topic":"Consumer Behavior in Brand Consumption and Identification","field":"Business, Management and Accounting","cited_by":23,"is_retracted":false,"has_abstract":true,"ca_institutions":"University of Alberta","funders":"Humanities and Social Sciences Youth Foundation, Ministry of Education of the People's Republic of China; China Postdoctoral Science Foundation; National Natural Science Foundation of China","keywords":"Persuasion; Goldilocks principle; Advertising; Product (mathematics); Affect (linguistics); Marketing; Business; Psychology; Social psychology; Communication","routes":{"ca_aff":true,"ca_fund":false,"ca_venue":false,"about_ca":false,"invisible_to_affiliation_only":false},"retraction":null,"screen":null,"direct_labels":[],"prediction":{"model_version":"codex-gemma-dda1882f352a","candidate_categories":["metaresearch"],"consensus_categories":[],"category_scores_codex":[0.01349968,0.0001212227,0.0001907585,0.001013204,0.0003762476,0.0005677912,0.0003309494,0.00005933229,0.0002476106],"category_scores_gemma":[0.01538702,0.000105364,0.0001622713,0.00112543,0.00007090536,0.0007945786,0.0001922659,0.0003826276,0.0001648032],"about_ca_system_candidate":false,"about_ca_system_consensus":false,"about_ca_system_score_codex":0.0001174174,"about_ca_system_score_gemma":0.0001377444,"about_ca_topic_candidate":false,"about_ca_topic_consensus":false,"about_ca_topic_score_codex":0.00006587867,"about_ca_topic_score_gemma":0.00002225691,"domain_scores_codex":[0.9978801,0.000206977,0.0003609163,0.0002533621,0.0008812345,0.0004173878],"domain_scores_gemma":[0.9963893,0.000827821,0.0003918477,0.0002146632,0.002132096,0.00004421625],"domain_codex":null,"domain_gemma":null,"domain_candidate":null,"domain_consensus":null,"study_design_codex":"design_other","study_design_gemma":"observational","study_design_scores_codex":[0.01024002,0.0001984235,0.0109912,0.0006422756,0.0001517925,0.00003392057,0.0001795966,0.00000787387,0.01821243,0.0003618268,0.3611531,0.5978276],"study_design_scores_gemma":[0.006426476,0.000141182,0.5721791,0.0008753158,0.0002722461,0.00001095402,0.004219325,0.001570439,0.001030463,0.0008838868,0.4119998,0.0003907194],"study_design_candidate":"not_applicable","study_design_consensus":null,"genre_codex":"empirical","genre_gemma":"empirical","genre_scores_codex":[0.9859684,0.000260113,0.000152159,0.01077133,0.001791031,0.0006204221,0.000003384898,0.00005888873,0.0003743255],"genre_scores_gemma":[0.9873088,0.0004269747,0.0001546562,0.0000238278,0.00164457,0.00003938696,0.0000351772,0.00003108333,0.01033553],"genre_candidate":"empirical","genre_consensus":"empirical","teacher_disagreement_score":0.5974368,"threshold_uncertainty_score":0.9929068,"prediction_status":"machine_predicted_unvalidated"},"machine_scores":{"provisional":true,"baseline":true,"maturity_gate_passed":false,"score_opus":0.2122184280551446,"score_gpt":0.3925798042733335,"score_spread":0.1803613762181889,"validation_status":"score_only:v0-immature-baseline","note":"Baseline scores from an immature model (maturity gate not passed). Scores rank; they never assert a category."}}