Construal-level mind-sets and the perceived validity of marketing claims

被引：46

作者：

Wright, Scott ^{[1
]}

Manolis, Chris ^{[3
]}

Brown, Drew ^{[2
]}

Guo, Xiaoning ^{[1
]}

Dinsmore, John ^{[1
]}

Chiu, C. -Y. Peter ^{[2
]}

Kardes, Frank R. ^{[1
]}

机构：

[1] Univ Cincinnati, Dept Mkt, Cincinnati, OH 45221 USA

[2] Univ Cincinnati, Dept Psychol, Cincinnati, OH 45221 USA

[3] Xavier Univ, Dept Mkt, Cincinnati, OH 45207 USA

来源：

MARKETING LETTERS | 2012年 / 23卷 / 01期

关键词：

Construal-level theory; Mind-sets; Truth ratings; PSYCHOLOGICAL DISTANCE; TRUTH; FIT; REPRESENTATION; PROBABILITY; FAMILIARITY; REPETITION; PERCEPTION; PERSUASION; DECISION;

D O I：

10.1007/s11002-011-9151-4

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

Prior research shows that the repetition of unfamiliar statements increases their subjective truthfulness. The present research shows that truth ratings can also be increased without repetition. Several different manipulations of low-construal-level mind-sets increased the perceived validity of a wide variety of marketing claims across a broad spectrum of products and industries. Mismatched construals reduced this effect. The results suggest that concrete construals enhance truth ratings when consumers focus on their intuitive feelings and impressions but not when they process marketing claims analytically.

引用

页码：253 / 261

页数：9

共 33 条

[1] Overcoming intuition: Metacognitive difficulty activates analytic reasoning [J].