The Impact of Comparative Advertising on Levels of Message Involvement

Advertising and endogenous exit in a differentiated duopoly

“…2 As we will see, the relative strength of these two components determine the outcome of the game in such a rich way that 1 The use of comparative advertising progressively increased both in the United States and, more recently, also in the European Union. According to Muehling et al (1990), in the United States around 40% of all advertising is comparative. 2 Fora nalternative (dynamic) framework in which advertising is both cooperative and predatory, see Piga (1998 cannot be reduced to a single parameter story.…”

Partial Comparative Messages in Competition

“…The claim-focusing effect cannot explain preference patterns in other experimental cells considered in this study because (1) a claim can be 'unique' when its comparative/non-comparative nature differs from those of other claims and (2) a single non-comparative claim cannot be the focus even when the other three claims are comparative, because comparative claims strongly attract consumer attention (Muehling, Stoltman and Grossbart, 1990) and lead to noncomparative claims being overlooked and difficult for consumers to focus on.…”

“…Comparative claims declaring attribute superiority increase consumer involvement (Muehling, Stoltman and Grossbart, 1990). Consumers thus have stronger motivation to process and verify information embedded in comparative claims.…”

“…A 3 (brand A used NC, PC or CC message) Â 3 (brand B used NC, PC or CC message) design was used. Two studies (n 5 284, 283, respectively) show that participants preferred (1) the first brand they saw when both brands were promoted by NC messages, (2) neither brand when both brands were promoted by messages containing comparative claims, (3) the brand promoted by a PC message when the other brand was promoted by an NC message, and (4) the brand promoted by an NC message when the other brand was promoted by a CC message.Comparative and non-comparative messages have received considerable attention (Belch, 1981;Chattopadhyay, 1998;Grewal et al, 1997;Muehling, Stoltman and Grossbart, 1990;Rose et al, 1993). Messages can be fully comparative, fully non-comparative or somewhere between these two extremes (Donthu, 1992).…”

“…Comparative and non-comparative messages have received considerable attention (Belch, 1981;Chattopadhyay, 1998;Grewal et al, 1997;Muehling, Stoltman and Grossbart, 1990;Rose et al, 1993). Messages can be fully comparative, fully non-comparative or somewhere between these two extremes (Donthu, 1992).…”