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...

This article examines a psycholinguistic model of bilingual concept organization and extends it to the processing of advertisements by bilingual consumers. The model suggests that second-language (L2) messages result in inferior memory as compared with first-language (L1) stimuli. These language...

The experiments reported in this article examine young children's knowledge-acquisition abilities, relative to older children, with the goal of identifying how young children learn and then using this understanding to design situations in which age differences in learning are eliminated. The...

This article examines two related issues: how variation in the level of self-reference in which people engage affects their persuasion and what factors may moderate self-reference effects. Respondents viewed ads that varied on two dimensions intended to influence the use of self-reference,...

This article examines why young children often exhibit superior knowledge acquisition when televised information is presented in an audiovisual format than when an audio mode of transmission is used. The results indicate that an audio televised presentation promotes learning equivalent to that...

Recent evidence suggests that a new product is evaluated more favorably when its attributes are moderately incongruent with an activated product category schema than when its attributes are either congruent or extremely incongruent with the schema. We extend this finding by showing that it...

The impact of presenting full-color, black-and-white, and color-highlighted ad photos is examined under different processing resource conditions. When viewers devote few resources to processing, ads with some color outperform black-and-white ads. However, when viewers engage in more effortful ad...

Research in both the consumer and aesthetics literatures suggests that the ambiguity created by a cropped or incomplete object may prompt people to seek closure by supplying the missing part. In turn, this process of resolving the ambiguity can enhance affect. Applying this notion to...

Four studies, using chronic and situational self-construal, supported the proposition that individualists (collectivists) focus on within-category richness (between-category differentiation). Collectivists judged paired products as less similar than individualists did, but only at the higher...