Marketing Letters

, Volume 23, Issue 1, pp 253–261 | Cite as

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

  • Scott WrightEmail author
  • Chris Manolis
  • Drew Brown
  • Xiaoning Guo
  • John Dinsmore
  • C.-Y. Peter Chiu
  • Frank R. Kardes


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.


Construal-level theory Mind-sets Truth ratings 


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Copyright information

© Springer Science+Business Media, LLC 2011

Authors and Affiliations

  • Scott Wright
    • 1
    Email author
  • Chris Manolis
    • 3
  • Drew Brown
    • 2
  • Xiaoning Guo
    • 1
  • John Dinsmore
    • 1
  • C.-Y. Peter Chiu
    • 2
  • Frank R. Kardes
    • 1
  1. 1.Department of MarketingUniversity of CincinnatiCincinnatiUSA
  2. 2.Department of PsychologyUniversity of CincinnatiCincinnatiUSA
  3. 3.Department of MarketingXavier UniversityCincinnatiUSA

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