How brand attribute typicality and consumer commitment moderate the influence of comparative advertising

Pillai, Kishore Gopalakrishna; Goldsmith, Ronald E.

doi:10.1016/j.jbusres.2007.10.002

Cited by 29 publications

(22 citation statements)

References 54 publications

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“…Walker and Anderson, ; Snyder, ). Most of the extant literature on comparative advertising focuses on direct comparisons versus noncomparative advertisements (e.g., Polyorat and Alden, ; Thompson and Hamilton, ; Pillai and Goldsmith, ). It is not sufficient to look at only direct comparisons because direct and indirect comparisons are processed differently (e.g.…”

Section: Introduction Literature Review and Motivation For Studymentioning

confidence: 99%

Direct or indirect comparative ads: The moderating role of information processing modes

Kalro

Sivakumaran

Marathe

2013

J of Consumer Behaviour

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Comparative advertising is widely used as a persuasion tool. Contemporary advertisers employ both direct (e.g. “Total Corn Flakes have more nutritional ingredients than Kellogg Corn Flakes”) and indirect comparative advertisements (e.g. “Total Corn Flakes have more nutritional ingredients than other corn flakes”) in their campaigns. Consumers process ads predominantly either through analytical (using reason and semantics) or imagery (using nonverbal, sensory representation of perceptual information) modes of processing. Drawing on extant research in advertising and information processing, we posit that direct comparisons are better suited for analytical processing while indirect ones are more amenable for imagery processing. Using a 2*2 factorial design (comparison format—direct/indirect; mode of information processing—analytical/imagery), we show that direct (indirect) comparative advertisements are more effective in reducing perceived manipulative intent, enhancing attitude toward the advertisement, and increasing the perceived differences between the brands for consumers using analytical (imagery) information processing modes. We add to the comparative advertising literature by identifying a moderator (mode of information processing) that influences the effectiveness of direct and indirect comparisons. Further, we study indirect comparisons when most extant research considers direct comparisons. Managerially, our work suggests that advertisers using comparative advertising should use direct comparisons under analytical processing conditions and use indirect comparisons under imagery processing conditions. Copyright © 2013 John Wiley & Sons, Ltd.

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Section: Introduction Literature Review and Motivation For Studymentioning

confidence: 99%

Direct or indirect comparative ads: The moderating role of information processing modes

Kalro

Sivakumaran

Marathe

2013

J of Consumer Behaviour

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“…However, in the appropriate situation, using an oppositional format to compare two different brands (comparative ads), may be an effective method to intensify product characteristics and differences. In fact, since comparative ads increase attention, involvement, and motivate higher stimulation levels, this message strategy combined with an oppositional execution may be effective (Pillai & Goldsmith, 2008), especially for new or improved products (Yagci, Biswas & Dutta, 2009). In addition, managers should pick the specific oppositional element(s) carefully: keep the focus on the brand's strength(s).…”

Section: Discussionmentioning

confidence: 99%

Do opposites attract? Understanding opposition in promotion

Krishen

Homer

2012

Journal of Business Research

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“…One hundred and fifty-two undergraduate students from a major university located in the city of Santiago de Chile participated in this experiment. Samples of undergraduate students have been widely used in research related to examining the effectiveness of advertising formats both on the Internet and in traditional media, such as radio, television, newspapers and magazines (Choi & Miracle, 2004;Farías, 2015;Jung et al, 2011;Manzur, Uribe, Hidalg, Olavarrieta, & Farías, 2012;Pillai & Goldsmith, 2008;Yagci, Biswas, & Dutta, 2009). Previous studies have stated that the use of homogeneous convenience samples improves the internal validity of experimental results (Calder, Phillips, & Tybout, 1981;Cook & Campbell, 1976).…”

Section: Methodsmentioning

confidence: 99%

The effect of advergames, banners and user type on the attitude to brand and intention to purchase

Farías¹

2018

RBGN

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Purpose-This research was intended to analyze the effectiveness of advergames in comparison with banners. In addition, it seeks to analyze whether the type of user (someone who just casually browses the Internet vs. someone looking for product information on the Internet) will influence the effectiveness of both Internet advertising formats. Design/methodology/approach-An experiment with 152 participants controlling perceived entertainment. Findings-it has been observed that advergames are not superior to banners in improving the attitude towards brand and intention to purchase. These results are independent of the type of user (casual browsers vs. information seekers). Originality/value-While banners are traditional formats in Internet advertising, other formats have emerged as technology advances, such as advergames.

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How brand attribute typicality and consumer commitment moderate the influence of comparative advertising

Cited by 29 publications

References 54 publications

Direct or indirect comparative ads: The moderating role of information processing modes

Direct or indirect comparative ads: The moderating role of information processing modes

Do opposites attract? Understanding opposition in promotion

The effect of advergames, banners and user type on the attitude to brand and intention to purchase

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