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This study compares effectiveness of comparative and noncomparative advertising for products characterized by different levels of cognitive and affective involvement. Comparative advertisements induce more positive brand attitudes for products which elicit cognitive and affective motivations simultaneously. This happens because brand comparisons facilitate an attribute-based processing style which might otherwise succumb to the competing affective involvement. Noncomparatioe attribute-based ads yield more favorable attitudes toward the ad when affective involvement is high than when it is low. Comparative ads are also shown to positively influence brand switchers and have a negative impact on consumers loyal to competing brands.

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