Xiaojing Yang, Torsten Ringberg, Huifang Mao, Laura A. Peracchio; The Construal (In)compatibility Effect: The Moderating Role of a Creative Mind-Set. J Consum Res 2011; 38 (4): 681-696. doi: 10.1086/660118
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).