Spokespeople in Comparative Advertising: the Role of Spokesperson Type and Comparison Type

Sumitra Auschaitrakul, McGill University, Canada
Ashesh Mukherjee, McGill University, Canada
Prior work suggests that using non-firm spokespeople, compared to firm spokespeople, is likely to increase the persuasiveness of advertising. We hypothesize that comparison type can moderate this effect, such that non-firm spokespeople are more persuasive in case of factual comparisons, but this effect is attenuated in case of evaluative comparisons.
[ to cite ]:
Sumitra Auschaitrakul and Ashesh Mukherjee (2013) ,"Spokespeople in Comparative Advertising: the Role of Spokesperson Type and Comparison Type", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.