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

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

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 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).

Suggested Citation

  • Xiaojing Yang & Torsten Ringberg & Huifang Mao & Laura A. Peracchio, 2011. "The Construal (In)compatibility Effect: The Moderating Role of a Creative Mind-Set," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 38(4), pages 681-696.
    • Handle: RePEc:oup:jconrs:doi:10.1086/660118
    DOI: 10.1086/660118
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    Cited by:

    1. Gaetano Miceli & Maria Antonietta Raimondo, 2020. "Creativity in the marketing and consumer behavior literature: a structured review and a research agenda," Italian Journal of Marketing, Springer, vol. 2020(1), pages 85-124, March.
    2. Pang, Jun & Ding, Ying, 2021. "Blending package shape with the gender dimension of brand image: How and why?," International Journal of Research in Marketing, Elsevier, vol. 38(1), pages 216-231.

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