Comparative versus Noncomparative Advertising: A Meta-Analysis

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

doi:10.2307/1252083

Cited by 173 publications

(124 citation statements)

References 52 publications

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“…Additionally, it is important to note that in advertising literature the mediating role of ad responses between ad appeals and brand 2 Both ad liking and ad believability seem to be important and distinct responses to advertising. For example, people usually do not like comparative advertising (Grewal et al, 1997). However, when a comparative advertisement is believable, it can influence brand attitudes and purchase intentions regardless of whether consumers like the ad (Gotlieb & Sarel, 1991;Swinyard, 1981).…”

Section: H3mentioning

confidence: 99%

Ad framing effects for consumption products: An affect priming process

Chang¹

2007

Psychology and Marketing

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This research examines why positively framed messages work more effectively than negatively framed messages in product advertising by establishing an affect priming process model. Findings from Experiment 1 showed that positively framed ad messages evoked higher levels of positive affect and lower levels of negative affect than did negatively framed ad messages. Accordingly, positively framed ad messages generated more favorable ratings on ad believability, ad liking, and brand attitudes. Most importantly, this research demonstrated the process by which frame-evoked affect exerted influence on brand attitudes via its impacts on priming affect-congruent cognitive responses. Experiment 1 also found that positively framed ads encouraged participants to be attentive to and elaborate on messages more so than negatively framed ads. Findings from Experiment 2 further showed that ad framing effects were moderated by the type of product attributes being featured.

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Section: H3mentioning

confidence: 99%

Ad framing effects for consumption products: An affect priming process

Chang¹

2007

Psychology and Marketing

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“…While a large empirical literature in political science (Lau et al, 2007) finds a small but positive effect of negative campaigning on voter turnout, and the literature that has examined comparative advertising -of which negative campaigning is one type -has found comparative messages more effective at changing consumers' buying intentions (Grewal et al, 1997), there are few randomized experiments measuring individual behavior on this topic in naturally occurring settings, as such tests impose costs on those running for office. Outside of some notable exceptions (Arceneaux and Nickerson, 2010;Gottfried et al, 2009;Niven, 2006), previous studies frequently measured intentions rather than behavior, used laboratory experiments with synthetic candidates or products, or examined indirect evidence and required strong identification assumptions to reach their conclusions 1 .…”

Section: Introductionmentioning

confidence: 99%

“…Negative advertising against another brand (or candidate) is one type of comparative advertising (Pinkleton, 1997;Shiv et al, 1997;Collens, 2011), which is generally more effective than non-comparative advertising (Barry, 1993;Grewal et al, 1997), but is rarely if ever compared to not advertising at all. Consistent with results from the marketing literature, we find the negative (implicitly comparative) message to yield greater voter turnout than the positive message.…”

Section: Introductionmentioning

confidence: 99%

“…It is a form of comparative advertising, as highlighting the undesirable traits of one's opponent is an implicit claim to be better (Pinkleton, 1997). In the marketing literature, comparative messages have been found to receive greater consumer attention, yield greater brand and message awareness, message processing, and favorable attitudes toward the sponsored brand than noncomparative ads (Grewal et al, 1997). It is possible that, in political contexts, negative comparisons serve a similar role.…”

Section: Introductionmentioning

confidence: 99%

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Negative Campaigning, Fundraising, and Voter Turnout: A Field Experiment

2013

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JEL classification: D72 C93 M37 Keywords:Voter turnout Negative campaigning Comparative advertising Fundraising Field experiment a b s t r a c t Why do candidates risk alienating voters by engaging in negative campaigning? One answer may lie in the large empirical literature indicating that negative messages are more effective than positive messages in getting individuals to do many things, including voting and purchasing goods. Few contributions to this literature, however, gather data from a field environment with messages whose tone has been validated. We conduct field experiments in two elections for local office which test the effect of confirmed negative and positive letters sent to candidates' partisans on two measurable activities: donating to the candidate and turning out to vote. We find that message tone increases partisan support in ways that may help explain the persistence of negative campaigning. Negative messages are no better than positive messages at earning the candidates donations, but negative messages yield significantly higher rates of voter turnout among the candidates' partisans relative to positive messages. Positive messages, however, are not neutral relative to no message.

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“…The marketing literature has discussed comparative advertising quite extensively; see Grewal et al (1997) for a survey. There is, however, little economics literature on comparative advertising.…”

Section: Introductionmentioning

confidence: 99%