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).
Original language | English |
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Journal | Journal of Consumer Research |
Volume | 38 |
Issue number | 4 |
Pages (from-to) | 681-696 |
ISSN | 0093-5301 |
DOIs | |
Publication status | Published - 2011 |
Keywords
- Advertising
- Persuasion
- Consumer Behavior
- Creative Ability
- Marketing Strategy
- Novelty