The Construal (In) Compatibility Effect: The Moderating Role Of A Creative Mind-Set

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\u27 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). © 2011 by JOURNAL OF CONSUMER RESEARCH, Inc