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...

Information processing research published in the Journal of Consumer Research has produced theoretical advances in our understanding of consumer behavior. This article highlights two themes that have emerged in consumer research over the past 15 years. These are the interplay between motivation...

Many researchers claim that pictures can impart descriptive concepts through their choice of stylistic properties, such as the orientation of depicted objects or the camera angle used. Yet little empirical research has explored if this is so, how readily or when such concepts are discerned,...

Building on a sociolinguistic framework, our research explores the impact of code-switching on the persuasiveness of marketing messages. Code-switching refers to mixing languages within a sentence, a common practice among bilingual consumers. We investigate how responses to different types of...

Bicultural bilingual individuals have incorporated two cultures within themselves and speak the languages of those cultures. When cued by a particular language, these individuals activate distinct sets of culture-specific concepts, or mental frames, which include aspects of their identities....

Code switching, the use of mixed-language expressions, is gaining prominence in advertising targeting linguistic minorities. Two studies investigate the existence of linguistic rules governing the use of code switching and identify situations in which those rules have a greater impact on...