Abstract
| Language | English |
|---|---|
| Journal | Journal of Consumer Research |
| Volume | 38 |
| Issue number | 4 |
| Pages | 681-696 |
| ISSN | 0093-5301 |
| DOIs | |
| State | Published - 2011 |
Keywords
- Advertising
- Persuasion
- Consumer Behavior
- Creative Ability
- Marketing Strategy
- Novelty
Cite this
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The Construal (In)compatibility Effect : The Moderating Role of a Creative Mind-Set. / Yang, Xiaojing; Ringberg, Torsten; Mao, Huifang; Peracchio, Laura A. .
In: Journal of Consumer Research, Vol. 38, No. 4, 2011, p. 681-696.Research output: Contribution to journal › Journal article › Research › peer-review
TY - JOUR
T1 - The Construal (In)compatibility Effect
T2 - Journal of Consumer Research
AU - Yang,Xiaojing
AU - Ringberg,Torsten
AU - Mao,Huifang
AU - Peracchio,Laura A.
PY - 2011
Y1 - 2011
N2 - 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).
AB - 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).
KW - Advertising
KW - Persuasion
KW - Consumer Behavior
KW - Creative Ability
KW - Marketing Strategy
KW - Novelty
U2 - 10.1086/660118
DO - 10.1086/660118
M3 - Journal article
VL - 38
SP - 681
EP - 696
JO - Journal of Consumer Research
JF - Journal of Consumer Research
SN - 0093-5301
IS - 4
ER -