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

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

Research output: Contribution to journalJournal articleResearchpeer-review


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).
Original languageEnglish
JournalJournal of Consumer Research
Issue number4
Pages (from-to)681-696
Publication statusPublished - 2011


  • Advertising
  • Persuasion
  • Consumer Behavior
  • Creative Ability
  • Marketing Strategy
  • Novelty

Cite this