The Construal (In)compatibility Effect

The Moderating Role of a Creative Mind-Set

Xiaojing Yang, Torsten Ringberg, Huifang Mao, Laura A. Peracchio

Publikation: Bidrag til tidsskrift › Tidsskriftartikel › Forskning › peer review

Resumé

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).
OriginalsprogEngelsk
TidsskriftJournal of Consumer Research
Vol/bind38
Udgave nummer4
Sider (fra-til)681-696
ISSN0093-5301
DOI
StatusUdgivet - 2011

Citer dette

Yang, Xiaojing ; Ringberg, Torsten ; Mao, Huifang ; Peracchio, Laura A. . / The Construal (In)compatibility Effect : The Moderating Role of a Creative Mind-Set. I: Journal of Consumer Research. 2011 ; Bind 38, Nr. 4. s. 681-696.
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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).",
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Yang, X, Ringberg, T, Mao, H & Peracchio, LA 2011, 'The Construal (In)compatibility Effect: The Moderating Role of a Creative Mind-Set', Journal of Consumer Research, bind 38, nr. 4, s. 681-696. https://doi.org/10.1086/660118

The Construal (In)compatibility Effect : The Moderating Role of a Creative Mind-Set. / Yang, Xiaojing; Ringberg, Torsten; Mao, Huifang; Peracchio, Laura A. .

I: Journal of Consumer Research, Bind 38, Nr. 4, 2011, s. 681-696.

Publikation: Bidrag til tidsskrift › Tidsskriftartikel › Forskning › peer review

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AU - Mao, Huifang

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Yang X, Ringberg T, Mao H, Peracchio LA. The Construal (In)compatibility Effect: The Moderating Role of a Creative Mind-Set. Journal of Consumer Research. 2011;38(4):681-696. https://doi.org/10.1086/660118

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