Data for “A.D.I.O.S. to the Expected: From AI-Assisted Idea Generation to AI-Assisted Idea Discrimination in Advertising Creativity”
Description
This dataset contains the anonymized quantitative data and reproducibility materials supporting the study “A.D.I.O.S. to the Expected: From AI-Assisted Idea Generation to AI-Assisted Idea Discrimination in Advertising Creativity.” The study involved 246 undergraduate advertising students across three academic cohorts (2023–2025), with 123 participants assigned to the A.D.I.O.S. condition and 123 to the control condition. Participants developed advertising concepts that were independently evaluated by six experienced creative directors on Creativity and Concept. The dataset includes the individual ratings provided by all six judges, participant-level aggregated scores, cohort and experimental-condition information, a data codebook, and an R script for reproducing the quantitative analyses reported in the study. Participant-created advertisements and qualitative reflections are not included in the public dataset to protect participant privacy and address potential consent, copyright, and re-identification considerations.