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

  • Xiaojing Yang
  • Torsten Ringberg
  • Huifang Mao
  • Laura A. Peracchio
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    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 mind-set 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 mind-set. 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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    Article provided by Oxford University Press in its journal Journal of Consumer Research.

    Volume (Year): 38 (2011)
    Issue (Month): 4 ()
    Pages: 681 - 696

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    Handle: RePEc:ucp:jconrs:doi:10.1086/660118
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