Title

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

Authors

Authors

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

Comments

Authors: contact us about adding a copy of your work at STARS@ucf.edu

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

DOI Link

http://dx.doi.org/10.1086/660118

Language

English

First Page

681

Last Page

696

WOS Identifier

WOS:000297846300007

ISSN

0093-5301

Recommended Citation

"The Construal (In)compatibility Effect: The Moderating Role of a Creative Mind-Set" (2011). Faculty Bibliography 2010s. 2144.
https://stars.library.ucf.edu/facultybib2010/2144