Attitudes Toward Comparative Advertising in Thailand: the Moderating Role of Product Category Types

While comparative advertising has been widely used in the US, it is uncommon in several other countries. This study attempts to examine the attitudes toward comparative advertising in Thailand, a country where comparative advertising has been rarely used. In addition, this study also seeks to investigate the moderating role of product category types (utilitarian vs. hedonic). Overall, the results from an experimental study demonstrated that comparative ads elicited more favorable ad attitudes than noncomparative ads for utilitarian products but not for hedonic products. Finally, theoretical and managerial implications are provided and avenues for future research are suggested.



Citation:

Kawpong Polyorat (2006) ,"Attitudes Toward Comparative Advertising in Thailand: the Moderating Role of Product Category Types", in AP - Asia-Pacific Advances in Consumer Research Volume 7, eds. Margaret Craig Lees, Teresa Davis, and Gary Gregory, Sydney, Australia : Association for Consumer Research, Pages: 246-251.

Authors

Kawpong Polyorat, Khonkaen University, Thailand



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 7 | 2006



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