How Do Advertising Agencies Respond to Incentives?: Perceptions of Creativity in Competitive Account Reviews and Pay-for-Performance Compensation
研究了正式客户审查和按绩效付费这两种管理实践如何影响广告公司的创造力，发现按绩效付费仅在信任度低时有效，而信任和探索意愿能带来超越经济合同的收益。
In advertising development, two common management practices are formal account reviews and remunerating the agency based on performance. Given the centrality of intrinsic motivation in creative processes, understanding the agency perspective of these practices is important. Indeed, the efficacy of these practices upon creative outcomes is being questioned by practitioners and remains under-researched. This article presents a mediation model of how the use of formal account reviews influences creativity. The authors also present a moderation model of how pay-for-performance only works when trust is low already. Clients willing to explore creative options and trust their agencies receive benefits beyond the economic contract.