Social Comparison to Advertising Depictions: Exploring Advertising Practitioners' Perspectives

Catherine A. Coleman, Texas Christian University, USA
Linda Tuncay Zayer, Loyola University Chicago, USA
This research examines how advertising practitioners conceptualize consumers’ social comparisons to ad depictions using a qualitative approach. We find practitioners perceive the process and the outcomes differently based on whether the intended audience is male or female. We offer implications for advertising practitioners and with regard to consumer welfare.
[ to cite ]:
Catherine A. Coleman and Linda Tuncay Zayer (2013) ,"Social Comparison to Advertising Depictions: Exploring Advertising Practitioners' Perspectives", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.