Relative Judgments in a Competitive Ad Context

Chingching Chang, National Chengchi University
ABSTRACT - This study suggests that the competing ad in an ad-viewing context can alter participants’ evaluations of the target ad and the target brand. Results of two experiments have indicated that, for a new brand, the diagnosticity and effectiveness of ad messages is determined by the uniqueness of product attributes featured in the ads. Further, findings have demonstrated that perceived ad diagnosticity affects participants’ ratings of ad liking and ad persuasiveness, thereby influencing their brand evaluations. However, for a familiar brand, participants’ existing brand attitudes are more diagnostic than ad messages. Therefore, when viewing an ad for a familiar brand, participants’ post-exposure brand evaluations are determined by their existing brand attitudes, not by the uniqueness of the featured product attributes, ad liking or ad persuasiveness.
[ to cite ]:
Chingching Chang (2004) ,"Relative Judgments in a Competitive Ad Context", in NA - Advances in Consumer Research Volume 31, eds. Barbara E. Kahn and Mary Frances Luce, Valdosta, GA : Association for Consumer Research, Pages: 700-706.