Comparative versus Noncomparative Advertising: A Meta-Analysis

Grewal, Dhruv; Kavanoor, Sukumar; Fern, Edward F.; Costley, Carolyn; Barnes, James H.

doi:10.1177/002224299706100401

Cited by 128 publications

(106 citation statements)

References 39 publications

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“…One of the most direct inter-brand relations is an explicit comparison, for example in the form of comparative advertising. In a meta-analysis, it was shown that comparative ads have a variety of benefits for brands although they reduce source credibility (Grewal, Kavanoor, Fern, Costley, & Barnes, 1997).…”

Section: Inter-brand Relationsmentioning

confidence: 99%

The consumer psychology of brands

2011

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This article presents a consumer-psychology model of brands that integrates empirical studies and individual constructs (such as brand categorization, brand affect, brand personality, brand symbolism and brand attachment, among others) into a comprehensive framework. The model distinguishes three levels of consumer engagement (object-centered, self-centered and social) and five processes (identifying, experiencing, integrating, signifying and connecting). Pertinent psychological constructs and empirical findings are presented for the constructs within each process. The article concludes with research ideas to test the model using both standard and consumer-neuroscience methods.Over the past two decades, we have learned a lot about the consumer judgments of brands and the processes that underlie specific brand-related phenomena, from brand extensions to global branding to brand equity. The empirical literature on brands is vast and detailed, demonstrating and testing highly domain-specific effects. But we have neglected investigating "the big picture"-identifying how specific empirical findings add up to a broader understanding of how consumers perceive brands. To be sure, domain-specific theorizing and testing is valuable and should continue. However, research on brands may benefit from a broader perspective that integrates various empirical findings into a comprehensive framework on the psychology of brands.Consider the domain of brand extensions. The literature on brand extensions alone has amassed more than a hundred studies in leading journals and has identified numerous factors that affect how consumers feel toward a given brand extension.

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Section: Inter-brand Relationsmentioning

confidence: 99%

The consumer psychology of brands

2011

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“…A typical comparative claim highlights the superior benefits of a company's product offerings relative to competitors' or some benchmarks (Grewal, Kavanoor, Fern, Costley, & Barnes, 1997;Pechmann & Stewart, 1990). Previous research suggests that direct comparisons identifying the referents can induce stronger consumer attention to promoted product attributes and increase message persuasiveness (Jain, 1993;Pechmann & Ratneshwar, 1991).…”

Section: Baseline Omissionmentioning

confidence: 99%

Examining the Third-Person Effect of Baseline Omission in Numerical Comparison: The Role of Consumer Persuasion Knowledge

Xie

Johnson

2015

Psychol. Mark.

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Marketers often use numerical comparisons in promotional claims to signal superior product offerings. A potentially misleading practice involves omitting the reference point deliberately in order to make the focal claim more appealing-a persuasion tactic referred to as "baseline omission" in the present research. In two experiments, this research demonstrates that consumers tend to perceive this tactic as more effective on others than on themselves. The self-others difference is more salient among consumers with more persuasion knowledge. Consumers' concerns about its effectiveness on themselves, rather than on others, better predict their supportiveness to regulate the use of baseline omission.

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“…First, research on comparative advertising indicates that, rather than admiring a brand that takes on another, consumers may actually perceive a brand-to-brand juxtaposition as being unsportsmanlike conduct, and as such, may derogate the source (Belch, 1981;Grewal, Kavanoor, Fern, Costley, & Barnes, 1997). In the context of parodic ads, this may imply that although a consumer may appreciate the humor generated by the parody's disparagement, s/he may also, at least sometimes, view the parodic ad's sponsor as leading an unprovoked and mean-spirited attack on the parodied party.…”

Section: Mockerymentioning

confidence: 99%

“…Thus, even if the truths arising from a parodic ad are valued, the confrontational stance taken by the parodic ad's sponsor in producing those truths may perturb consumers. As with comparative advertising (Belch, 1981;Grewal et al, 1997), source derogation may ensue, offsetting any positive effects of perceived truth value on attitudes toward the parodic ad's sponsor.…”

Section: Perceived Truthmentioning

confidence: 99%

Consumer responses to parodic ads

Roehm

2013

J Consum Psychol

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We analyze parodic ads, which are humorous commercial messages that parody extant advertising. The effects of three dimensions are examined: mockery, perceived truth and playful humor. Consequences are considered for attitudes toward the parodic ad, its sponsor brand, the parodied advertising (which the parodic ad mimics) and the parodied advertising's sponsor brand. Results of three studies indicate that parodic ads can produce positive as well as negative outcomes across these attitudinal variables. These results suggest caution in the use of parody as a messaging device.

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Comparative versus Noncomparative Advertising: A Meta-Analysis

Cited by 128 publications

References 39 publications

The consumer psychology of brands

The consumer psychology of brands

Examining the Third-Person Effect of Baseline Omission in Numerical Comparison: The Role of Consumer Persuasion Knowledge

Consumer responses to parodic ads

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