Title

The Construal (In) Compatibility Effect: The Moderating Role Of A Creative Mind-Set

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 mindset 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 mindset. 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). © 2011 by JOURNAL OF CONSUMER RESEARCH, Inc.

Publication Date

12-1-2011

Publication Title

Journal of Consumer Research

Volume

38

Issue

4

Number of Pages

681-696

Document Type

Article

Personal Identifier

scopus

DOI Link

https://doi.org/10.1086/660118

Socpus ID

82255167109 (Scopus)

Source API URL

https://api.elsevier.com/content/abstract/scopus_id/82255167109

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