The Effect of Positioning of a Target Brand and a Competitive Brand(s) in an Advertisement on a Consumer's Judgment and on the Selection of the Target Brand

Jungsil Choi, University of Kansas, USA
Myer Duane, University of Kansas, USA
This paper examines the effect of the positioning of a product in relation to a comparison product or products in a multi-panel table of a comparative advertisement. It is hypothesized when a sponsor places their product in the right panel and the comparison product in the left panel, respondents will react with a favorable evaluation for the sponsor’s product. We confirmed the hypothesis with four laboratory experiments.
[ to cite ]:
Jungsil Choi and Myer Duane (2011) ,"The Effect of Positioning of a Target Brand and a Competitive Brand(s) in an Advertisement on a Consumer's Judgment and on the Selection of the Target Brand", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 641-642.