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

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    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

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