An Experimental Investigation of Comparative Advertising: Impact of Message Appeal, Information Load, and Utility of Product Class

Goodwin, Stephen B.; Etgar, Michael

doi:10.2307/3150929

Cited by 79 publications

(37 citation statements)

References 0 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…According to Rogers and Williams (1989) many advertisers oppose the efficiency of comparative advertising, describing that it does not specifically differentiate the brands based on attributes or improvements and only based on the brand, even risking letting the consumer forget the promoted brand and remember the one of the competition. Such claims are also supported by other authors (Gorn & Weinberg, 1984) and some even consider that such commercials can influence negatively the consumer response (Goodwin & Etgar, 1980). Still, many studies (Pechmann & Stewart, 1990;Pechmann & Ratneshwar, 1991;Dröge & Darmon, 1987;Walker, Swasy, & Rethans, 1986) have showed that consumers are more influenced by comparative advertising compared to standard non-comparative advertising.…”

Section: Comparative Advertising Efficiencysupporting

confidence: 53%

See 1 more Smart Citation

Promotions and Comparative Advertising—Key Elements in Positioning Fast Moving Consumer Goods

Shakhshir¹

2017

CUBR

View full text Add to dashboard Cite

The development of communication and globalization has put a great pressure on companies in clearly expressing their product brands positioning, whether it is due to the considerable evolution of interpersonal communication and social media, or due to the variety and promotions of other brands in the market. This article is a literature review on the influence of comparative advertising and price promotions on brand positioning so that marketers position their brand in the consumers' mind in line with the company's perspective. They must take into account how the brand is situated next to the most notorious brand in the market and the current share of the brand in the market, and how price promotions will affect the medium and long-term positioning of the product brand. Results will show that indirect, comparative advertising is the most recommended option in achieving most effective positioning results, while promotions should have a limited duration and be less connected to the price of more added value.

show abstract

Section: Comparative Advertising Efficiencysupporting

confidence: 53%

“…Although some studies are against the use of comparative advertising (Gorn & Weinberg, 1984;Goodwin & Etgar, 1980), this article has shown that comparative advertising, whether direct or indirect, has better reactions with regard to consumer behavior and understanding of the product brand positioning.…”

Section: Theoretical Contributionsmentioning

confidence: 99%

Promotions and Comparative Advertising—Key Elements in Positioning Fast Moving Consumer Goods

Shakhshir¹

2017

CUBR

View full text Add to dashboard Cite

show abstract

“…Earlier studies employ various typologies (Droge and Darmon, 1987;Goodwin and Etgar, 1980;Pechmann and Stewart, 1990) regarding comparative and non-comparative ads. Although these typologies are insightful and useful, the debate regarding the relative effectiveness of comparative and non-comparative ads has not been successfully resolved.…”

Section: Comparative Advertising Intensity (Cai)mentioning

confidence: 99%

Partial Comparative Messages in Competition

Teng

Chang

Lai

2009

British J of Management

View full text Add to dashboard Cite

Partial comparative messages comprise a mixture of comparative and non-comparative claims. This study demonstrates how the extent to which non-comparative (NC), partial comparative (PC) and complete comparative (CC) messages influence consumer preference depends on the comparisons (i.e. NC, PC or CC) made by the messages promoting the two competing brands. A 3 (brand A used NC, PC or CC message) Â 3 (brand B used NC, PC or CC message) design was used. Two studies (n 5 284, 283, respectively) show that participants preferred (1) the first brand they saw when both brands were promoted by NC messages, (2) neither brand when both brands were promoted by messages containing comparative claims, (3) the brand promoted by a PC message when the other brand was promoted by an NC message, and (4) the brand promoted by an NC message when the other brand was promoted by a CC message.Comparative and non-comparative messages have received considerable attention (Belch, 1981;Chattopadhyay, 1998;Grewal et al., 1997;Muehling, Stoltman and Grossbart, 1990;Rose et al., 1993). Messages can be fully comparative, fully non-comparative or somewhere between these two extremes (Donthu, 1992). Numerous studies of comparative ads have failed to consider the share of message content devoted to comparison (Del Barrio-Garcia and Luque-Martı´nez, 2003;Hwang, 2002;Manning et al., 2001). The studies of Barone and Miniard (1999) and Barone, Palan and Miniard (2004) were exceptions because they utilized partial comparative (PC) messages. PC messages were defined as comprising a mixture of comparative and noncomparative claims. However, those studies did not examine the effects of PC messages in competition, demonstrating a knowledge gap in PC message effectiveness. Since competing messages are pervasive, this gap must be addressed.Numerous studies have investigated how messages promoting a single brand influence consumer retrieval of messages promoting other brands (Burke and Srull, 1988;Jewell and Unnava, 2003;Keller, 1991; Allen, 1993, 1994;Kent and Kellaris, 2001;Leong, Ang and Heng, 1999;Unnava and Sirdeshmukh, 1994). However, exactly how the comparative/ non-comparative nature of late-appearing messages promoting another brand influences consumer preferences for the brand promoted by the early-appearing message has seldom been addressed, showing a gap between academic study and practice. In practice, late-appearing messages are likely to affect consumer information processing regarding the early-appearing message, indicating the importance of research to fill this gap.To fill the two aforementioned gaps, this study investigates consumer preferences for two brands promoted via non-comparative (NC), PC or complete comparative (CC) messages. These messages contain straight non-comparative claims, a mixture of comparative and noncomparative claims, and straight comparative claims, respectively. This study has two unique features. First, the study examines the effective-

show abstract

“…Since information overload tends to take place on excessive amounts of attribute information, it would follow that too much information may reduce subjects' attention and become dysfunctional. Information overload has therefore been another issue of importance in comparative advertising (Goodwin and Etgar, 1980). It has, in fact, been found that comparative advertising results in significantly more counter arguments and source derogations.…”

Section: N Kinra Is Assistant Professor Of Marketing At the Indian Inmentioning

confidence: 99%

Communicative Effectiveness of Comparative Advertising

Kinra

Prasad²

1990

Vikalpa: The Journal for Decision Makers

View full text Add to dashboard Cite

How does the communicative effectiveness of explicit comparative advertising vary in contrast to non-comparative, supporting ad copy as well as implied, t>rand X' comparative ad copy? In this research study, N Kinra and V S P Prasad examine this question based on a sample of purchase managers drawn from 129 Indian organizations. Their analysis indicates that explicit comparative advertising is not as rewarding as noncomparative advertising in the Indian context, particularly for new and unknown brands.

show abstract

An Experimental Investigation of Comparative Advertising: Impact of Message Appeal, Information Load, and Utility of Product Class

Cited by 79 publications

References 0 publications

Promotions and Comparative Advertising—Key Elements in Positioning Fast Moving Consumer Goods

Promotions and Comparative Advertising—Key Elements in Positioning Fast Moving Consumer Goods

Partial Comparative Messages in Competition

Communicative Effectiveness of Comparative Advertising

Contact Info

Product

Resources

About