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The Effects of Comparative Advertising on Attention, Memory, and Purchase Intentions


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  • Pechmann, Cornelia
  • Stewart, David W
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    There is discrepancy between practitioners' views of comparative advertising and null findings by academics. However, in most studies, subjects' attention to and memory of the comparative claims were inflated, which may have precluded effects on these variables and on purchase intentions. This study manipulated market share and type of comparative claim, used nonforced exposure, measured attention via a computerized magazine, and assessed memory and purchase intentions after a 24-hour delay. Some findings are that direct comparative claims attract attention and thereby enhance purchase intentions for low-share brands but detract from purchase intentions for established brands by increasing awareness of competitors and sponsor misidentifications. Copyright 1990 by the University of Chicago.

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    Bibliographic Info

    Article provided by University of Chicago Press in its journal Journal of Consumer Research.

    Volume (Year): 17 (1990)
    Issue (Month): 2 (September)
    Pages: 180-91

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    Handle: RePEc:ucp:jconrs:v:17:y:1990:i:2:p:180-91

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    Cited by:
    1. Pierro, Antonio & Giacomantonio, Mauro & Pica, Gennaro & Mannetti, Lucia & Kruglanski, Arie W. & Tory Higgins, E., 2013. "When comparative ads are more effective: Fit with audience’s regulatory mode," Journal of Economic Psychology, Elsevier, vol. 38(C), pages 90-103.
    2. Pillai, Kishore Gopalakrishna & Goldsmith, Ronald E., 2008. "How brand attribute typicality and consumer commitment moderate the influence of comparative advertising," Journal of Business Research, Elsevier, vol. 61(9), pages 933-941, September.
    3. Muthukrishnan, A. V. & Pham, Michel Tuan & Mungale, Amitabh, 1999. "Comparison Opportunity and Judgment Revision," Organizational Behavior and Human Decision Processes, Elsevier, vol. 80(3), pages 228-251, December.
    4. Yagci, Mehmet I. & Biswas, Abhijit & Dutta, Sujay, 2009. "Effects of comparative advertising format on consumer responses: The moderating effects of brand image and attribute relevance," Journal of Business Research, Elsevier, vol. 62(8), pages 768-774, August.
    5. Ricardo Paredes M, 2004. "Fundamentos Para La Regulacion De La Publicidad Comparativa," Abante, Escuela de Administracion. Pontificia Universidad Católica de Chile., vol. 7(1), pages 67-102.
    6. Banerjee, Bibek & Chakrabarty Patrali, . "An Eye for an Eye: Impact of Sequelization and Comparison in Advertisements on Consumer’s Perception of Brands," IIMA Working Papers WP2010-08-01, Indian Institute of Management Ahmedabad, Research and Publication Department.
    7. Zeynep Gurhan-Canli & Durairaj Maheswaran, 2000. "Comparative Advertising in the Global Marketplace: The Effects of Cultural Orientation on Communication," William Davidson Institute Working Papers Series 328, William Davidson Institute at the University of Michigan.
    8. Häckner, Jonas & Muren, Astri, 2004. "Trademark Dilution - A Welfare Analysis," Research Papers in Economics 2004:15, Stockholm University, Department of Economics.


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