Abstrakt
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).
Originalsprog | Engelsk |
---|---|
Tidsskrift | Journal of Consumer Research |
Vol/bind | 38 |
Udgave nummer | 4 |
Sider (fra-til) | 681-696 |
ISSN | 0093-5301 |
DOI | |
Status | Udgivet - 2011 |