VERDIN MANUSCRIPT REVIEW HISTORY REVISION NOTES FROM AUTHORS (ROUND 2)

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1 1 VERDIN MANUSCRIPT REVIEW HISTORY REVISION NOTES FROM AUTHORS (ROUND 2) Thank you for providing us with the opportunity to revise our paper. We have revised the manuscript according to the editors and reviewers recommendations. We did our best to give diligent and thoughtful consideration to each of your concerns in revising the paper. Per the editors and reviewers recommendations, we have crafted a substantially different manuscript which includes (1) a major revision of the front end and the conceptual framework; and (2) three new experiments addressing the concerns and suggestions of the reviewers and editors. We hope you agree that the manuscript is significantly improved. Thank you to the Editor for writing that we appear to be onto something interesting and the studies are very strong. We followed the Editor s guidance in revising the paper including tightening the front end of the paper and improving and tightly sequencing the logical development of the conceptual framework. We conducted three new studies to address the concerns raised by the editors and reviewers. The former studies 1 and 3 have been replaced with studies that address the reviewers and editors concerns. Thus, we now have 4 experiments (the old study 2 remains and continues to be labeled as study 2; the remaining studies are new). In these three new experiments, we (1) incorporated control conditions in studies 1 and 3; (2) included new operationalizations of ad construal in studies 3 and 4; (3) employed more subtle manipulations of construal level (temporal orientation) in study 4; (4) addressed other issues pointed out by the reviewers and editors. The Editor s letter highlighted concerns regarding the inclusion of control groups and suggested we conduct a study that includes a control group. Per the Editor s suggestion and adhering to the advice offered by Reviewers A and B, we included no prime control groups in two of our studies (studies 1 and 3). Overall Revisions and Response to the Associate Editor Thank you for your comments and suggestions regarding how to improve our paper. Your guidance directed our revision. We relied upon your advice to tighten the current direction with much better development that effectively meets the concerns identified. We also addressed each of the concerns you highlighted in your AE report. Specifically, per your AE report, we devoted substantial attention to the following: Theorizing/Conceptual Development Thoughtfulness Mindset: Motivation and Legitimacy In your AE report, you highlighted Reviewer A s concern that the paper needed a clear justification of the link between a thoughtfulness mindset and thinking inside the box. You also underscored Reviewer B s suggestion regarding justifying the focus on thoughtfulness versus creativity mindsets.

2 2 We gave careful thought to your and the reviewers suggestions and addressed them in the revision. Consistent with the reviewers conclusions, we agree that the contribution of our paper is not in the thoughtful mindset. In the revision, we focus our positioning and contribution on investigating how a creative mindset affects persuasion. We made corresponding changes throughout the paper to reflect this central theme. We contrast a creative mindset with a variety of less creative mindsets including a convergent thinking mindset, thoughtful mindset, and no prime control condition. Given this new positioning in which the role of the thoughtful mindset is not central to the exposition of the paper, we limit our presentation of this mindset. Please see p. 4-5 for relevant discussion. A thoughtful mindset is now one of the less creative mindsets we investigate. Based on your comments, we also included a brief discussion of the thoughtful mindset in the general discussion section (p. 36). Precision of Citations and Use of Terminology You underscored Reviewer B s suggestions for a tightened conceptualization in which precise citations are provided. You also noted Reviewer C s comments indicating that the front end was sometimes confusing and there was a lack of consistency of terminology usage between the conceptualization and empirical operationalizations (incompatibility and atypicality). We apologize for the confusion. Per your suggestion, we corrected the problematic citations pointed out by Reviewer B and also have done our best to be precise in all citations throughout the manuscript. In addition, we did a revamp of the introduction and the theory section to tighten the front end of the paper significantly by improving and tightly sequencing the logical development of the conceptual framework. We agree with you (and Reviewer C) that our original treatment equating incompatibility to atypicality was not well explained. In our revised conceptualization, we no longer refer to (in)compatible messages as (a)typical. Instead, based on insights from the extant literature, we build a framework suggesting that compatible (incompatible) messages are more closely (more remotely) associated with one s cognitive structure and appear more familiar (novel). We also provide more extensive support for this theorizing in the paper (including substantial discussion and citations from the literature). Please see p. 6-7 for relevant discussion. Empirical Issues Approach and Avoidance as Process Explanations In your AE report, you highlighted the concerns of the reviewers and asked for stronger evidence for using approach/avoidance as a process explanation for our theorizing and findings. We carefully addressed this suggestion and augmented both the theorizing and its empirical support. First, at a theoretical level, we have added a considerable amount of theoretical evidence for why approach/avoidance provides a process explanation for our theorizing. Please see p for examples of such inclusion. Second, we emphasize in the revision that we employ both a dependent variable approach and an independent variable approach to provide empirical support for this process explanation. As suggested, in study 2, in addition to providing a stronger rationale for our

3 3 coding of approach/avoidance tendency, we also conducted a moderated mediation test, and we found support that an approach (avoidance) tendency explains why respondents with a creative (less creative) mindset prefer incompatible (compatible) ad claims. We report the results on p Thus, we support our theorizing using a dependent variable approach. In our new studies 3 and 4, we further reveal support for the approach/avoidance explanation using an independent variable approach, by incorporating a combined ad claim condition. The fact that respondents in the creative (a less creative) mindset condition respond to the combined ad in a manner similar to those in the incompatible- (compatible-) only claim condition provides support for approach/avoidance as a process explanation. Please see p The Incorporation of Control Groups We appreciate your suggestion to add control conditions to allow better assessment of the role of mindsets. As advised, in the new studies 1 and 3, we added control conditions in which no mindset was primed. Similar to the results in the convergent and thoughtful mindset conditions, we found that respondents exhibited a compatibility effect in these control conditions. These findings seem to suggest that a less creative mindset is likely to be the default mode of information processing, and we discuss the implication of the results pertaining to less creative mindsets on p. 15. Manipulation Issues In response to your and Reviewer A s suggestions, we control the number of claims across all conditions in both new studies 3 and 4. Briefly, in the abstract (concrete) claim conditions, there are two abstract (concrete) claims. In the combined claim condition, there is one abstract and one concrete claim. Please see p. 26 for details of this arrangement. Using this new manipulation, we found support for our hypotheses and ruled out the competing explanation of amount of information. To address the concern that the current manipulation of consumer construal is too heavyhanded, as suggested by both you and Reviewer C, we now include more subtle operationalizations of consumer construal. In the new study 4, we employed temporal distance as a manipulation of construal level and replicated our results using this alternative manipulation of construal level. Other Issues You also pointed out a number of other method-related points highlighted by the reviewers. We addressed each concern in our revision. As suggested by Reviewer A, we examined the correlation between the mindset manipulation and respondents BIF scores and found there was no correlation between the two (r=.08, p >.23). We also performed a correlation analysis between the approach-avoidance index and the valence of thoughts. Though we found a correlation between the two, as suggested by Reviewer A, including valence as a covariate, did not alter our results pertaining to approachavoidance (and vice versa). Note that we removed the thought valence data in the revision for space constraint reasons and due to the limited additional insights they offer into our theorizing. We followed Reviewer B s suggestions. Specifically, we (1) conducted an analysis to examine whether the ad construal manipulation affected scores of BIF and found no such

4 4 effect (as reported above); (2) in studies 1 and 3, we treated the consumer construal scores (BIF scores) as a continuous variable and the results supported our hypotheses. You asked us to pay close attention to Reviewer C s suggestions regarding study 2. We addressed them carefully in our response to Reviewer C. We (1) responded to Reviewer C regarding the absence of an order effect in study 2; (2) provided reasons why ad construal and consumer construal, as operationalized in study 1, are not dependent in our response to Reviewer C; (3) showed evidence for approach/avoidance tendency as a mediator of our results (see p ). Reviewer A Thank you for your thoughtful comments on our manuscript. We organize our responses as follows: Conceptual Comments and Suggestions Thoughtfulness Mindset: Motivation and Legitimacy You rightly pointed out that the linkage between the thoughtfulness mindset and think inside the box was ambiguous in our earlier submission. You suggested, in revising the manuscript, the authors might wish to more clearly characterize the thoughtfulness mindset, and discuss how it relates to thinking inside the box as well as why it is meaningful to pit this mindset against the creativity mindset. We gave careful thought to your and (other reviewers ) suggestions and addressed them in the revision. In the revision, we focus the positioning on our contribution, investigating how a creative mindset affects persuasion. We made corresponding changes throughout the paper to reflect this central theme. We now contrast a creative mindset with a variety of less creative mindsets including a convergent thinking mindset, thoughtful mindset, and no prime control situation. Respondents in the three less creative mindsets react to ad claims in a similar way (a compatibility effect is found). A thoughtful mindset is now mainly used as one of these less creative mindsets since it has been employed in prior literature as a comparison/control group for the creative mindset. Given this new positioning, the role of the thoughtful mindset is not central to the exposition of the paper. To be clear, we still addressed your concerns. As you advised, we now include justification for why the thoughtful mindset may lead to reduced creativity. Please see p Based on your insights, we also included some discussion on a thoughtful mindset in the general discussion section. Please see p. 36. Creativity Mindset: Mindsets or Goals? You posed a question regarding the difference between our mindset manipulation and the creativity goal manipulations. Our thinking is that there are some differences between these two concepts. We report mindsets rather than goals in the paper due to the nature of our conceptual focus and the empirical evidence we present. First, the focus and positioning of our paper is on how a creative mindset can alter the existing findings in persuasion research which show that consumers prefer compatible ad claims. Thus, attempting to explore if this effect is goal driven represents a departure from this main focus and positioning. Second, to claim our results are goal driven, an additional set of rigorous experiments need to be conducted. As explained in the Fitzsimons, Chartrand,

5 5 and Fitzsimons (2008), there are seven principles which determine whether the effect of a prime is goal driven (also see Förster et al. 2007). We do not focus on examining these principles in our research. Thus, though we do speculate that our results may be goaldriven, more rigorous testing is needed to investigate this prediction and we include that as a direction for future research (p.35). The Relationship between our Work and ELM You asked us to substantiate the claim that most persuasion research implicitly assumes that consumers have a thoughtful (or non-creative) mindset. A related issue is whether the current research can be conceptualized as an extension of the ELM model. You ask us to run a control condition in which no mindset is primed. We addressed this concern both conceptually and empirically. First, we revised our theorizing/conceptualization. We removed discussion claiming that a thoughtful mindset is implicitly assumed by researchers. Second, at an empirical level, the incorporation of control groups helps to provide more evidence that a less creative mindset is likely to be the default mode of information processing. Please see p. 15 for this discussion. Per you request, we included no prime control conditions in studies 1 and 3. Thank you for this suggestion. We also appreciate your suggestion to position our paper as an extension of the ELM. After careful thought, we did not use that positioning because additional empirical support, beyond our current set of studies, would be required to examine this idea and it could potentially dilute our contribution focusing on a creative mindset. However, per your suggestion, we do discuss the contribution of our research related to the ELM in the general discussion section (p ). Other Issues You suggested we elaborate more on some ideas that we had for future research. You also wanted us to provide more discussion on the extent to which our findings are counterintuitive. We have strengthened our discussion of these topics in the general discussion section on p Methodological Comments and Suggestions 1. As you suggested, we conducted an analysis and found that the mindset manipulation and respondents BIF scores are not correlated in study 1 (r=.08, p >.23). This result is consistent with your insights. 2. Per your suggestion, we carried out a moderated-mediation analysis using the approach-avoidance index as a proxy for approach/avoidance tendency. Confirming our theorizing, we found that the activation of approach/avoidance tendency indeed mediated the impact of different mindsets on consumer response to compatible/incompatible messages. Please see p for this analysis. We thank you for this suggestion. 3. You rightly point out that the old study 3 did not control for number of ad claims. As suggested, in new studies 3 and 4, we controlled for this important difference. To be specific, in the abstract (concrete) claim conditions, there are two abstract (concrete)

6 6 claims. In the combined claim condition, there was one abstract and one concrete claim. Please p. 26 for relevant discussion. 4. We conducted a correlation analysis between the approach-avoidance index and the valence index and did find a correlation between the two (r =.30, p <.01). As suggested, when we controlled for the valence effect, the results pertaining to the approach-avoidance tendency did not change (including the mediation analysis), and vice versa. Note that we removed the thought valence data in the revision due to space constraints and because they offer limited additional insights to our theorizing. 5. We incorporated a control condition in our new study 3 as suggested. Please see p We did probe participants about the hypotheses of each of the studies and found no influence of demand effects. We now report this check in the paper. Reviewer B We thank you for your suggestions. They helped us to improve the paper. We organize our responses as follows: A Tightened Conceptual Framework is Needed We appreciate your comments regarding the conceptualization of the paper. You point out that certain citations are attached too casually without strong support. We apologize for this and have addressed it. In the revision, we corrected those citations you mentioned and have done our best to be precise in all citations. Your suggestions helped to tighten the conceptual framework we present in the revision. In addition to the citation issues, we also did our best to tighten the front end of the paper and improved and tightly sequenced the logical development of the conceptual framework. Thoughtfulness Mindset: Motivation and Legitimacy You suggested we offer stronger evidence that a thoughtful mindset leads to inside the box thinking and that consumers consider compatible information to be typical and familiar. In addition, you asked us to provide stronger justification for focusing on thoughtful versus creative mindsets. We gave careful thought to your suggestions and addressed each of your concerns in our revision. We now focus the positioning of the paper on investigating how a creative mindset affects persuasion. We made corresponding changes throughout the paper to reflect this central theme. We now contrast a creative mindset with a variety of less creative mindsets including a convergent thinking mindset, thoughtful mindset, and no prime control condition. Respondents in these three less creative mindsets react to ad claims in a similar way (a compatibility effect is found). A thoughtful mindset is now used as one of these less creative mindsets since it has been employed in prior literature as a comparison/control group for the creative mindset. With this new positioning, the role of thoughtful mindset is not central to the exposition of the paper. As you advised, we now include justification for why the thoughtful mindset may lead to reduced creativity. Please see p Based on your insights, we also included some discussion on a thoughtful mindset in the general discussion section. Please see p. 36.

7 7 We also appreciate your comments regarding why (in)compatible messages are perceived to be (a)typical. In our revised conceptualization, we no longer claim (in)compatible messages are (a)typical. Based on insights from the extant literature, we now suggest that compatible (incompatible) messages are more closely (more remotely) associated with one s cognitive structure. We also provide more extensive support for this theorizing in the paper (including substantial discussion and citations from the literature). Please see p. 6-7 for relevant discussion. Generalizability to Other Domains? You questioned whether the results can be extended to other domains of persuasion. We agree with you and think it is important to demonstrate the robustness of the effect of a creative mindset in other domains beyond construal level. We also feel, however, that doing so departs from the central thesis of our paper to demonstrate how a creative mindset impacts preferences for compatible/incompatible product information. Testing our thesis required a set of 4 experiments and incorporating testing for alternative domains would require further testing. After much thought, we decided to focus our research on the domain of construal level and call for future research to extend our results to other domains in the general discussion section on p. 38. The Incorporation of Control Groups Per your suggestion, we incorporated control groups in our experiment design. As advised, in the new studies 1 and 3, we added a control condition in which no mindset was primed. Similar to those in the convergent and thoughtful mindset conditions, we found that respondents exhibited a compatibility effect in these control conditions. These findings seem to suggest that a less creative mindset is likely to be default mode of information processing and we discussed the implication of the results pertaining to less creative groups on p. 15. This result suggests that, consistent with our theorizing, the default preference is matched ads, rather than mismatched ads. The implication seems to be that people normally follow a less creative mindset. This is in line with the creativity literature. For example, Moreau and Dahl (2005) maintained that when individuals perform creative tasks, the default seems to be an application of pre-existing solutions (path of least resistance). Why does the Approach Motive Lead to Preference for Incompatible Claims? You pointed out that we should show more evidence that approach/avoidance is the mechanism responsible for the preference of incompatible/compatible ad claims. Specifically, you asked us to demonstrate why an approach tendency leads to a preference for novel information, and second, that incompatible information is perceived to be more novel. We addressed these two issues in our revision. We added significantly more discussion and citations from both the approach-avoidance literature and the creativity literature supporting that an approach tendency leads to a preference for remotely associated and novel information. Please see p for such inclusion. Furthermore, we also included more theoretical discussion and quotes from the literature supporting why incompatible messages are deemed remotely associated and novel by respondents. Please see p. 6-7 for this discussion. Further, our moderated mediation conducted in study 2 provides support that an approach tendency promotes the persuasiveness of incompatible messages and an avoidance

8 8 tendency enhances the effectiveness of compatible messages. The results are provided on p Smaller Issues 1. We apologize for not making the thought valence index formula explicit in our original version. Consistent with convention, the formula we used was the one you suggested. In this revision, we took out the thought valence data due to space constraints. 2. As advised, we performed the required analysis and showed no relationship between the ad construal manipulation and BIF scores in study 1 (r=.08, p >.23). 3. Per your suggestion, in the new studies 1 and 3, we treat consumer construal as a continuous variable in the regression analysis. Reviewer C We thank you for your comments on our theorizing as well as your specific feedback on the data analysis and the presentation of our research. Below we discuss how we addressed your comments. Stronger Support for the Approach/Avoidance Process Explanation We appreciate your suggestions for providing stronger support for the process explanation of approach/avoidance. You also suggested we conduct a mediation analysis to provide more support for our theorizing. We gave careful thought to your suggestions and addressed them in our revision. First, at a theoretical level, we added a considerable amount of extant support for approach/avoidance as the process explanation for our theorizing. Please see p for examples. In addition, based on the approach/avoidance literature, we provided a better operational definition of approach and avoidance and examples of coding on p. 19 (also see later response). Second, we emphasize in the revision that we employ both a dependent variable and an independent variable approach to provide empirical support for this process explanation. In the modifications to study 2, in addition to providing a stronger rationale for our coding of approach/avoidance, we also conducted a moderated mediation test following Muller, Judd and Yzerbyt (2005), and we found support that an approach (avoidance) tendency explains why respondents with a creative (less creative) mindset prefer incompatible (compatible) ad claims. We report the results on p Thus, we find support for our theorizing by using a dependent variable approach. In our new studies 3 and 4, we further reveal support for the approach/avoidance motivation using an independent variable approach, by incorporating a combined ad claim condition. The fact that respondents in the creative (less creative) mindset condition respond to the combined ad in the same manner as those in the incompatible (compatible) mindset condition provides support for approach/avoidance tendency as a process explanation. Issues with Terminology You pointed out that we used very strong language (e.g., actively seek out incompatible information) in our theorizing (which suggests a very active and conscious process), and thus you advised us to tone down our language to be in line with our data. As you suggested, we toned down the language in the theorizing and avoided strong language such as actively

9 9 seek out and switched to softer language. As advised, we also paid special attention to the consistency between the wording of our theorizing, support from the extant literature and our empirical evidence. We agree with you that our original treatment of equating (in)compatibility with (a)typicality was not well explained. In our revised conceptualization, instead of claiming (in)compatible messages to be (a)typical, based on insights from extant literature, we now argue that compatible (incompatible) messages are more closely (more remotely) associated with one s cognitive structure. We also provide more extensive support for this theorizing in the paper (including substantial discussion and citations from the literature). Please see p. 6-7 for relevant discussion. Manipulation of Consumer Construal You suggested we use alternative operationalizations of consumer construal in our studies as the original manipulation seemed to be too heavy-handed. You advised us to use temporal distance to manipulate consumer construal to enhance the generalizability of our results. In our new studies, we closely follow your advice. Per your suggestion, we now operationalize consumer construal level via temporal distance and replicated our results using this alternative manipulation of construal level. Across our four studies, we now operationalize consumer construal in three ways: chronic measure (studies 1 and 3), why versus how thinking (study 2), and temporal distance (study 4). We thank you for this suggestion. We also appreciate your comment regarding the operationalization of abstract versus concrete claims as a means-end chain. Our manipulation is also consistent with prior literature operationalizing abstract and concrete claims in terms of desirability and feasibility and why versus how thinking. Minor Points 1. As suggested, we streamlined the front end of our paper and refocused the introduction to communicate more clearly. Please see p. 2-3 for these changes. 2. We also appreciated your concern that our measures of construal were only measuring means-end in our pretest/manipulation check tests. In the revision, in addition to BIF, we used some alternative measures of construal such as asking judges to rate the level of abstractness (1= in general the descriptions involved concrete, how thinking; 5= in general the descriptions involved abstract, why thinking). We also used alternative measures to assess ad construal (7-point Likert scales; the ad emphasizes abstract rather than concrete information, and the ad focuses more at an abstract level than at a concrete level. ) Though we agree that BIF is not necessarily a perfect measure of construal level, it is frequently used in the existent literature as a way to differentiate abstract/concrete construal (e.g., Hong and Lee 2010). 3. Per your suggestion, in the new studies 1 and 3, we treat consumer construal as a continuous variable in the regression analysis. 4. We thank you for your comment regarding the absence of an order effect in study 2. The effect we propose (a creative mindset) should not be dependent on whether consumers form an abstract/concrete construal before or after the creative prime.

10 10 5. We expect that the ad construal manipulation has little impact on consumer construal in study 1. After viewing the ad, we asked participants to complete a filler task and this should further reduce any effect the ad construal level manipulation had on consumers BIF scores. In addition, to examine the possibility that ad construal level affects consumer construal level, we ran an ANOVA and found no effects of ad construal on BIF scores. 6. As you suggested, we now provide an operational definition of approach-avoidance, tightly based on the existing literature. Thoughts were recoded based on this revised operational definition of approach-avoidance; the results were largely the same. We rewrote the presentation of the thought coding to enhance clarity. Because of this theoretical groundwork, we believe the thoughts coding is more readily understood (see p. 19). In addition, as suggested by you and the other reviewers, we ran a moderated mediation analysis and found evidence that approach-avoidance indeed provides a process explanation for our results. Please see p Based on the definition and insights from the literature provided in the paper, though we agree valence and approach-avoidance have some overlap, they seem to be distinct concepts. As suggested by Reviewer A and the AE, when we controlled for the valence effect, the results pertaining to the approach-avoidance did not change (including the mediation analysis), and vice versa. We thank you for these suggestions.

Thank you very much for your guidance on this revision. We look forward to hearing from you.

Thank you very much for your guidance on this revision. We look forward to hearing from you. 1 PAINTED BUNTING MANUSCRIPT REVIEW HISTORY REVISION NOTES FROM AUTHORS (ROUND 2) We would like to submit a revision of our manuscript. As you requested, we have run new studies that employ additional

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