When Persuasion Goes Undetected: The Case of Comparative Advertising

Why does the weight of current empirical evidence indicate little difference in the persuasiveness of comparative and noncomparative advertising? One explanation explored in this research is that the measures commonly used for assessing the persuasive impact of comparative advertising are limited in...

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Bibliographic Details
Published in:Journal of marketing research 1993-08, Vol.30 (3), p.315-330
Main Authors: Rose, Randall L., Miniard, Paul W., Barone, Michael J., Manning, Kenneth C., Till, Brian D.
Format: Article
Language:English
Subjects:
Advertising
Advertising research
Advertising to sales ratios
Brand preferences
Brands
Choices
Comparative advertising
Consumer behavior
Consumer research
Correlation analysis
Marketing
Memory
Operating costs
Persuasion
Studies
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Summary:Why does the weight of current empirical evidence indicate little difference in the persuasiveness of comparative and noncomparative advertising? One explanation explored in this research is that the measures commonly used for assessing the persuasive impact of comparative advertising are limited in their ability to capture the unique effects that may arise from this type of advertising. Measures that capture relative impressions of the advertised and comparison brands are found to be far more sensitive in detecting persuasion effects of comparative advertising. Moreover, the appropriateness of different types of relative measures is shown to depend on the correspondence between the encoding frame adopted during ad processing and the measure's response frame.
ISSN:0022-2437
1547-7193
DOI:10.1177/002224379303000304