“Regulatory Focus and Direct Comparative Ad Framing”

Shailendra Pratap Jain, Indiana University, USA
Charles D. Lindsey, State University of New York at Buffalo, USA
Nidhi Agrawal, Northwestern University, USA
Durairaj Maheswaran, New York University, USA
Two studies use regulatory focus theory to examine the effectiveness of comparative advertisements. Negative (vs. positive) comparative frames lead to symmetric attitudes towards the advertised and comparison brands for prevention-focused respondents. These respondents exhibit higher (lower) evaluations for the advertised (comparison) brand. In contrast, for promotion-focused individuals, positive (vs. negative) frames lead to more favorable attitudes toward the advertised brand, with no difference in attitude across frames for the comparison brand. Prevention- and promotion-focused respondents focus on different brands while making comparisons. Prevention-focused individuals evaluate the comparison brand first. Promotion-focused people evaluate the advertised brand first.
[ to cite ]:
Shailendra Pratap Jain, Charles D. Lindsey, Nidhi Agrawal, and Durairaj Maheswaran (2007) ,"“Regulatory Focus and Direct Comparative Ad Framing”", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 212-215.