Valenced Comparisons

In this article, the authors show empirically that comparative advertisements can vary in terms of their valence, that is, whether respondents perceive them as positive (less derogatory) or negative (more derogatory) in their references to competition. In addition, the authors report findings from t...

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Bibliographic Details
Published in:Journal of marketing research 2004-02, Vol.41 (1), p.46-58
Main Authors: Jain, Shailendra Pratap, Posavac, Steven S.
Format: Article
Language:English
Subjects:
Advertising
Advertising campaigns
Advertising research
Advertising to sales ratios
Bias
Brands
Comparative advertising
Competition
Consumer advertising
Consumers
Content analysis
Marketing
Persuasion
Purchase intention
Regression analysis
Statistical analysis
Verb valency
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Summary:In this article, the authors show empirically that comparative advertisements can vary in terms of their valence, that is, whether respondents perceive them as positive (less derogatory) or negative (more derogatory) in their references to competition. In addition, the authors report findings from three studies that demonstrate that advertisements perceived as carrying more negative/derogatory references to competition result in more counterarguments, fewer support arguments, lower believability, more associated perceived bias, and lower brand attitude scores than do advertisements perceived as more positive/nonderogatory in their competitive references. Tests of mediation suggest that the effectiveness of valenced comparisons is mediated by advertiser attributions that are more negative for negative comparisons. The authors discuss implications for designing more effective comparative advertisements.
ISSN:0022-2437
1547-7193
DOI:10.1509/jmkr.41.1.46.25080