Achievement Mindsets and Comparative Advertising

Efe Camurdan, Koc University, Turkey
Zeynep Gurhan Canli, Koc University, Turkey
Nilufer Z. Aydinoglu, Koc University, Turkey
Research on comparative advertising has been broad, but research on the distinction between direct and indirect comparative advertising has been limited and yielded mixed findings. In this essay, we show that the activation of different achievement mindsets through priming moderates the effectiveness of direct and indirect advertising claims.
[ to cite ]:
Efe Camurdan, Zeynep Gurhan Canli, and Nilufer Z. Aydinoglu (2014) ,"Achievement Mindsets and Comparative Advertising", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 774-774.