Hurt By the Ones That Should Love You the Most: Negative Impacts of Self-Comparative Advertising

While considerable research has focused on other-comparative advertising (i.e., the comparison of a brand with competing offerings), to date, no research has examined self-comparative advertising (i.e., comparing oneself to a previous company offering or another alternative in the same brand portfolio). While self-comparative advertising benefits from the fact that litigation and competitive response from other organizations is mitigated, the possibility of consumers suffering regret and dissonance is enhanced. This paper presents and experimental investigation of self-comparative advertising focusing explicitly on previous purchase (none, competitor purchase and advertised brand purchase) and nature of the advertisement (non-comparative, other-comparative, or self-comparative).


Douglas Olsen, Christopher Lynch, and Jennifer Argo (2007) ,"Hurt By the Ones That Should Love You the Most: Negative Impacts of Self-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: 423-427.


Douglas Olsen, University of Alberta, Canada
Christopher Lynch, University of Alberta, Canada
Jennifer Argo, University of Alberta, Canada


E - European Advances in Consumer Research Volume 8 | 2007

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