The Effect of Creative Mindset on Consumer Information Processing

Framing of persuasive messages is an important topic for researchers and managers. To resolve the contradictory findings regarding the effectiveness of “matching” versus “mismatching” appeals (whether messages are framed in a way consistent with consumers’ natural mode of processing), we posit that consumers’ mindset will determine the effectiveness of message framing. Across two studies, we find that with a creativity mindset, consumers will be more susceptible to messages framed in a way inconsistent with their natural mode of processing (“mismatching appeals”), while with a thoughtfulness mindset, consumers will find messages framed in a way compatible with their natural way of processing appealing (“matching appeals”).


Xiaojing Yang, Torsten Ringberg, Huifang Mao, and Laura Peracchio (2009) ,"The Effect of Creative Mindset on Consumer Information Processing", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 720-720.


Xiaojing Yang, University of Wisconsin-Milwaukee, USA
Torsten Ringberg, University of Wisconsin-Milwaukee, USA
Huifang Mao, University of Central Florida, USA
Laura Peracchio, University of Wisconsin-Milwaukee, USA


NA - Advances in Consumer Research Volume 36 | 2009

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