Beyond the Asterisk: the Effect of Referent Disclosure on Consumer Response to Incomplete Comparative Advertising
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.
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, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 738-738.
Guang-Xin Xie, University of Massachusetts Boston, U.S.A.
NA - Advances in Consumer Research Volume 42 | 2014
R4. Human Brands and Their Consumers: How Consumers Reform Brand Understandings Following Critical Incidents
Kimberley Mosher Preiksaitis, Siena College
Mispredicting Reactions to Gambling Losses and Their Impact on Consumer Choice
Ernest Baskin, Yale University, USA
Nathan Novemsky, Yale University, USA
Robyn LeBoeuf, Washington University, USA
The Re-Mediation of Consumer/Brand Relationships Through Voice Shopping: The Case of Amazon Echo
Johanna Franziska Gollnhofer, University of Southern Denmark, Denmark