The Moderating Roles of Product Category Types and Need For Cognition on the Attitudes Toward Comparative Advertising

Despite the common use of comparative advertising, its effectiveness is mixed, or even conflicting. The discrepancies in comparative advertising research suggest the potential roles of moderating factors. This study attempts to propose two of such factors: need for cognition (high vs. low) and product category types (utilitarian vs. hedonic). Overall, the results from an experimental study demonstrate that comparative (vs. noncomparative) ads are particularly more persuasive for utilitarian products and consumers with high need for cognition. Theoretical and managerial implications and avenues for future research conclude the study.



Citation:

Kawpong Polyorat and Dana L. Alden (2007) ,"The Moderating Roles of Product Category Types and Need For Cognition on the Attitudes Toward Comparative Advertising", in E - European Advances in Consumer Research Volume 8, eds. Stefania Borghini, Mary Ann McGrath, and Cele Otnes, Duluth, MN : Association for Consumer Research, Pages: 360-.361.

Authors

Kawpong Polyorat, Faculty of Management Science, Khonkaen University, Thailand
Dana L. Alden, College of Business Administration, University of Hawaii at Manoa, USA



Volume

E - European Advances in Consumer Research Volume 8 | 2007



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