Beyond the Asterisk: the Effect of Referent Disclosure on Consumer Response to Incomplete Comparative Advertising

Guang-Xin Xie, University of Massachusetts Boston, U.S.A.
This research examines the signaling effects of disclosing referents in incomplete comparative advertising claims. Three experiments demonstrate that referent disclosure can reduce claim ambiguity and increase perceived competence of advertised company. The positive effect can be attenuated when consumers become suspicious about whether advertisers adhere to cooperative communication norms.
[ to cite ]:
Guang-Xin Xie (2014) ,"Beyond the Asterisk: the Effect of Referent Disclosure on Consumer Response to Incomplete Comparative Advertising", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 738-738.