The Construal (In)compatibility Effect: The Moderating Role of a Creative Mind-Set

    Authors

    X. J. Yang; T. Ringberg; H. F. Mao;L. A. Peracchio

    Comments

    Authors: contact us about adding a copy of your work at [email protected]

    Abbreviated Journal Title

    J. Consum. Res.

    Keywords

    ACTION IDENTIFICATION; THINK DIFFERENT; BEHAVIOR; DETERMINANTS; DECISIONS; EXPOSURE; CONTEXT; DONT; Business

    Abstract

    This research examines how consumers with a creative mind-set are persuaded by advertising claims construed at different levels (i.e., abstract vs. concrete ad claims). Across four experiments, we show that consumers with a creative mind-set are more persuaded by ad claims construed at a level incompatible with their mental construal, while ad claims construed at a level compatible with consumers' mental construal are more effective for those who possess a less creative mind-set. We document that such differences in persuasion are driven by the fact that consumers with a creative (less creative) mind-set prefer information that is more remotely (closely) associated with their mental construal and appears novel (familiar).

    Journal Title

    Journal of Consumer Research

    Volume

    38

    Issue/Number

    4

    Publication Date

    1-1-2011

    Document Type

    Article

    Language

    English

    First Page

    681

    Last Page

    696

    WOS Identifier

    WOS:000297846300007

    ISSN

    0093-5301

    Share

    COinS
     

    Accessibility Statement

    This item was created or digitized prior to April 24, 2027, or is a reproduction of legacy media created before that date. It is preserved in its original, unmodified state specifically for research, reference, or historical recordkeeping. In accordance with the ADA Title II Final Rule, the University Libraries provides accessible versions of archival materials upon request. To request an accommodation for this item, please submit an accessibility request form.