Spokespeople in Comparative Advertising: the Role of Spokesperson Type and Comparison Type

Prior work suggests that using non-firm spokespeople, compared to firm spokespeople, is likely to increase the persuasiveness of advertising. We hypothesize that comparison type can moderate this effect, such that non-firm spokespeople are more persuasive in case of factual comparisons, but this effect is attenuated in case of evaluative comparisons.


Sumitra Auschaitrakul and Ashesh Mukherjee (2013) ,"Spokespeople in Comparative Advertising: the Role of Spokesperson Type and Comparison Type", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.


Sumitra Auschaitrakul, McGill University, Canada
Ashesh Mukherjee, McGill University, Canada


NA - Advances in Consumer Research Volume 41 | 2013

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