Pointing Out Differences: Consumer Evaluations of Comparative Information Across Product Types

Pant, Anurag; Hsieh, Yi Ching; Lee, Monle; Shen, Chung Han

doi:10.1080/10496491.2014.908802

Cited by 9 publications

(2 citation statements)

References 48 publications

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“…Consumers often believe that comparative advertising is more aggressive, less credible ( Barone et al, 2004 ) and more manipulative ( Chang, 2007 ) than non-comparative advertising. Comparative advertising can also cause refutation and derogation ( Pant et al, 2014 ). In summary, there is no consistent conclusion on the impact of comparative advertising on consumers.…”

Section: Theoretical Background and Hypothesis Developmentmentioning

confidence: 99%

Using strengths to attack weaknesses – The effect of comparative advertising on purchasing intention of green products

Ni¹,

Lin²,

Shenghong³

et al. 2022

Front. Psychol.

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Firms increasingly use comparative advertising in green marketing to convey information of green products to consumers, but there is still a lack of research on the effect and mechanism of comparative advertising in the green products field. Across four experimental studies, we show that comparative advertising facilitates consumers’ purchase intention of green products (PIGP), because comparative advertising lead to higher perceived diagnosticity of Information. Yet, comparative advertising does not always bring high intention to buy green products. When using egoistic appeals, the perceived diagnosticity of information and purchase intention of green products were higher in comparative advertising than in non-comparative advertising. When utilizing altruistic appeals, there was no significant difference between the two kinds of advertising. In addition, individual differences of consumers also affect the effect of comparative advertising. The positive effect of comparative advertising on the purchase intention of green products is weakened for consumers with high green involvement. Our findings advance existing knowledge about the use of comparative advertising in green marketing and provide enlightening suggestions for how firms can promote consumers to buy green products.

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Section: Theoretical Background and Hypothesis Developmentmentioning

confidence: 99%

Using strengths to attack weaknesses – The effect of comparative advertising on purchasing intention of green products

Ni¹,

Lin²,

Shenghong³

et al. 2022

Front. Psychol.

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show abstract

“…Despite their popularity, social media sites are vulnerable to source credibility and quality. However, the blogs have the ability to normalise the counterarguments created for the products (Pant et al, 2014). Comparison of social media and shopping site prove that eWOM information on shopping site is trusted more than social media information.…”

Section: Review Of Earlier Studies and Hypothesesmentioning

confidence: 99%

Sentiment analysis of consumer reviews – a comparison of organic and regular food products usage

Rajeswari

Madhavan

Venkatesakumar

et al. 2020

RAMJ

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Purpose This study aims to compare online review characteristics, review length and review sentiment score between “organic” and “regular” food products. In addition, variations in the consumer sentiment scores across the review lengths are studied. Design/methodology/approach This study fits into the descriptive research design. From Amazon’s website, the consumer product reviews are scrapped. Using the text analytical package “sentiment” in R-Studio, we computed the sentiment scores and counted the number of words in each review. The mean sentiment scores and mean review length are compared for regular and organic products using one-way ANOVA. Sentiment score variation across review length and product class is studied through factorial ANOVA. Sample reviews of ghee and honey are used to test the hypotheses. Findings The review length shows a significant difference between the regular and organic products. The mean number of words in the regular products reviews is significantly lower than the mean number of words in the organic product reviews. The regular products’ mean sentiment score is significantly lower than the mean sentiment score of organic products. The mean sentiment scores are not consistent between ghee and honey. Sentiment scores are better for organic honey and regular ghee products. For regular ghee products, longer reviews result in lower sentiment scores. For regular and organic versions of honey, longer reviews are associated with better sentiment scores. Research limitations/implications This study did not include the helpfulness of a review and the demographic data of the reviewers. Practical implications Sentiment scores’ variations across the regular and organic and product categories such as ghee and honey give a comprehensive feedback to the firms. It also indirectly communicates a brand’s evaluation by the consumers and the performance feedback for an upward extension like the organic category. Social implications Studies on organic category give feedback for environment-friendly products and consumer attitude shift towards safer products. Originality/value Very limited studies have reported the upward line extensions. The authors study the upward line extension organic and associated sentiment scores variation. The role of review length and its systematic influence on the sentiment scores, variations in the review due to the product nature (organic/regular) are unique contributions of this study.

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A Τypology of Minimalism in Advertising

Margariti

Boutsouki

Hatzithomas

et al. 2017

Advances in Advertising Research VIII

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Pointing Out Differences: Consumer Evaluations of Comparative Information Across Product Types

Cited by 9 publications

References 48 publications

Using strengths to attack weaknesses – The effect of comparative advertising on purchasing intention of green products

Using strengths to attack weaknesses – The effect of comparative advertising on purchasing intention of green products

Sentiment analysis of consumer reviews – a comparison of organic and regular food products usage

A Τypology of Minimalism in Advertising

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