The Construal (In)compatibility Effect: The Moderating Role of a Creative Mind-Set
Abbreviated Journal Title
J. Consum. Res.
ACTION IDENTIFICATION; THINK DIFFERENT; BEHAVIOR; DETERMINANTS; DECISIONS; EXPOSURE; CONTEXT; DONT; Business
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 of Consumer Research
"The Construal (In)compatibility Effect: The Moderating Role of a Creative Mind-Set" (2011). Faculty Bibliography 2010s. 2144.