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Darren Dahl (Editor in Chief)Eileen FischerGita JoharVicki Morwitz

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

Xiaojing Yang, Torsten Ringberg, Huifang Mao, Laura A. Peracchio
DOI: http://dx.doi.org/10.1086/660118 681-696 First published online: 1 December 2011

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).

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