The Effects of Information Processing Modes on Consumers’ Reactions to Comparative Advertising

EXTENDED ABSTRACT - Although academic research in consumer behavior has devoted considerable attention to the effects of comparative advertising, research findings are equivocal. Some studies have shown that the presence of brand comparisons may enhance the positioning of the advertised brand (e.g., Droge and Darmon 1987, Gotlieb and Sarel 1991). However, other studies have shown that comparative advertising does not result in significantly more positive evaluations (e.g., Goodwin and Etgar 1980) and can lead to more negative evaluations of the ad (e.g., Belch 1981). What can explain the existence of both positive and negative effects of comparative advertising?

Citation:

Debora Viana Thompson and Rebecca W. Hamilton (2005) ,"The Effects of Information Processing Modes on Consumers’ Reactions to Comparative Advertising", in NA - Advances in Consumer Research Volume 32, eds. Geeta Menon and Akshay R. Rao, Duluth, MN : Association for Consumer Research, Pages: 560-560.