Direct or indirect comparative ads: The moderating role of information processing modes

Journal of Consumer Behaviour

Volumn 12, Issue 2, 2013, Pages 133-147

  Kalro, Arti D ^a   Sivakumaran, Bharadhwaj ^b   Marathe, Rahul R ^c  

^a INDIAN INSTITUTE OF TECHNOLOGY BOMBAY   (India)

^b GREAT LAKES INSTITUTE OF MANAGEMENT   (India)

^c INDIAN INSTITUTE OF TECHNOLOGY MADRAS   (India)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 84875615593     PISSN: 14720817     EISSN: 14791838     Source Type: Journal    
DOI: 10.1002/cb.1421     Document Type: Article

References (65)

1. Barry TE. 1993. Twenty years of comparative advertising in the United States. International Journal of Advertising 12(4): 325-351.
2. Bei LT, Chu CH, Shen YC. 2011. Positioning brand extensions in comparative advertising: An assessment of the roles of comparative brand similarity, comparative claims, and consumer product knowledge. Journal of Marketing Communications 17(4): 229-244.
3. Belch GE. 1981. An examination of comparative and non-comparative TV commercials: the effects of claim variation and repetition on cognitive response and message acceptance. Journal of Marketing Research 18(3): 333-349.
4. Bhushan R, Chatterjee P. 2008. Horlicks, Complan slug it out over price points. The Economic Times (2008, December 23). Available at http://articles.economictimes.indiatimes.com/2008-12-23/news/27735093_1_horlicks-shubhajit-sen-ad-claims [accessed on January 21, 2012].
5. Bijoor H. 2010. Evolved marketing for an evolved consumer. Business Today (2010, March 15). Available at http://businesstoday.intoday.in/content_mail.php?option=com_content&name=print&id= 14248 [accessed on April 10, 2010].
6. Boush D, Friestad M, Rose GM. 1994. Adolescent skepticism toward TV advertising and knowledge of advertiser. Journal of Consumer Research 21(1): 165-175.
7. Bradshaw GL, Anderson JR. 1982. Elaborative encoding as an explanation of levels of processing. Journal of Verbal Learning and Verbal Behavior 21(2): 165-174.
8. Brown SW, Jackson DW, Jr. 1977. Comparative television advertising: examining its nature and frequency. Journal of Advertising 6(4): 15-18.
9. Cadden R. 2009. Toshiba unveils ultra-slim TG01 touchscreen smartphone with Qualcomm Snapdragon CPU (Online Forum on Product Launch). Available at http://www.mobileburn.com/news.jsp?Id=6207 [accessed on December 22, 2009].
10. Campbell MC. 1995. When attention-getting advertising tactics elicit consumer inferences of manipulative intent: The importance of balancing benefits and investment. Journal of Consumer Psychology 4(3): 225-254.
11. Chang C. 2007. The relative effectiveness of comparative and noncomparative advertising: Evidence for gender differences in information-processing strategies. Journal of Advertising 36(1): 21-35.
12. Childers T, Houston M, Heckler S. 1985. Measurement of individual differences in visual versus verbal information processing. Journal of Consumer Research 12(2): 125-134.
13. Cohen J. 1977. Statistical power analysis for the behavioural sciences. Academic Press: New York.
14. Cohen JB, Basu K. 1987. Alternative models of categorization: toward a contingent processing framework. Journal of Consumer Research 13(4): 455-472.
15. Dickson PR, Ginter JL. 1987. Market segmentation, product differentiation, and marketing strategy. Journal of Marketing 51(2): 1-10.
16. Donthu N. 1998. A cross-country investigation of recall and attitude toward comparative advertising. Journal of Advertising 27(2): 111-122.
17. Dröge C. 1989. Shaping the route to attitude change: central versus peripheral processing through comparative versus noncomparative advertising. Journal of Marketing Research 26(2): 193-204.
18. Dröge C, Darmon RY. 1987. Associative positioning strategies through comparative advertising: Attribute versus overall similarity approaches. Journal of Marketing Research 24(4): 377-388.
19. Federal Register. 1979. Comparative Advertising: Issuance of a Policy Statement. 4, No. 157 (1979, August 13): 47328-29.
20. Fern EF, Monroe KB. 1996. Effect-Size estimates: issues and problems in interpretation. Journal of Consumer Research 23(2): 89-105.
21. Goodwin S, Etgar M. 1980. An experimental investigation of comparative advertising: impact of message appeal, information load, and utility of product class. Journal of Marketing Research 17(2):187-202.
22. Gorn GJ, Weinberg CB. 1984. The impact of comparative advertising on perception and attitude: some positive findings. Journal of Consumer Research 11(2): 719-727.
23. Hirschman EC, Holbrook MB. 1982. Hedonic consumption: Emerging concepts, methods and propositions. Journal of Marketing 46(3): 92-101.
24. Irani D. 2009. The gloves are off. Brand Equity, The Economic Times, Chennai Edition (January 21, 2009): 1-1.
25. Jackson DW, Jr., Brown SW, Harmon RR. 1979. Comparative magazine advertisements. Journal of Advertising Research 19(6): 21-26.
26. Jeon JO, Beatty SE. 2002. Comparative advertising effectiveness in different national cultures. Journal of Business Research 55: 907-913.
27. Kalro AD, Sivakumaran B, Marathe RR. 2010. Comparative advertising in India: A content analysis of English print advertisements. Journal of International Consumer Marketing 22(4): 377-394.
28. Keller PA, McGill A. 1994. Differences in the relative influence of product attributes under alternative processing conditions: Attribute importance versus attribute ease of imagability. Journal of Consumer Psychology 3(1): 29-49.
29. Lawrence J. 1993. P&G ads get competitive. Advertising Age (Midwest region edition), Chicago, 64(5) (February 1, 1993): 14-14.
30. Levin IP, Huneke ME, Jasper JD. 2000. Information processing at successive stages of decision making: Need for Cognition and inclusion-exclusion effects. Organizational Behavior and Human Decision Processes 82(2): 171-193.
31. Lynch JG, Jr., Srull TK. 1982. Memory and attentional factors in consumer choice: concepts and research methods. Journal of Consumer Research 9(1): 18-37.
32. MacInnis D, Price L. 1987. The role of imagery in information processing: review and Extensions. Journal of Consumer Research 13(4): 473-491.
33. Mantel SP, Kardes FR. 1999. The role of direction of comparison, attribute-based processing, and attitude-based processing in consumer preference. Journal of Consumer Research 25(4): 335-352.
34. Mawston N. 2010. Global handset market returns to 10 percent growth in Q4 2009. Available at http://www.strategyanalytics.com/default.aspx?mod=ReportAbstractViewer&a0=5267 [accessed on December 22, 2010].
35. Millward Brown. 2009. Is there value in comparative advertising? Knowledge Points. Available at www.millwardbrown.com [accessed on August 26, 2009].
36. Miniard PW, Barone MJ, Rose RL, Manning KC. 2006. A further assessment of indirect comparative advertising claims of superiority over all competitors. Journal of Advertising 35(4): 53-64.
37. Mitchell AA, Dacin PA. 1996. The assessment of alternative measures of consumer expertise. Journal of Consumer Research 23(3): 219-239.
38. Mittal B. 1989. Measuring purchase-decision involvement. Psychology and Marketing 6(2): 147-162.
39. Muehling DD. 1987. Comparative advertising: the influence of attitude-toward-the-ad on brand evaluation. Journal of Advertising 16(4): 43-49.
40. Muehling DD, Stoltman J, Grossbart S. 1990. The impact of comparative advertising on levels of message involvement. Journal of Advertising 19(4): 41-50.
41. Nakanishi M, Bettman JR. 1974. Attitude models revisited: An individual level analysis. Journal of Consumer Research 1(3): 16-21.
42. Neese W, Taylor RD. 1994. Verbal strategies for indirect comparative advertising. Journal of Advertising Research 34(2): 56-70.
43. Neff J. 2011. Reckitt ads feature consumer reports results despite ban. Advertising Age 82(32): 20-21.
44. Oliver RL, Robertson TS, Mitchell DJ. 1993. Imaging and analyzing in response to new product advertising. Journal of Advertising 22(4): 35-50.
45. Pechmann C, Ratneshwar S. 1991. The use of comparative advertising for brand positioning: association versus differentiation. Journal of Consumer Research 18(2): 145-160.
46. Petrova PK, Cialdini RB. 2005. Fluency of consumption imagery generation and the backfire effects of imagery appeals. Journal of Consumer Research 32(3): 442-452.
47. Pillai KG, Goldsmith RE. 2008. How brand attribute typicality and consumer commitment moderate the influence of comparative advertising. Journal of Business Research 61(9): 933-941.
48. Polyorat K, Alden DL. 2005. Self-Construal and Need-For-Cognition effects on brand attitudes and purchase intentions in response to comparative advertising in Thailand and the United States. Journal of Advertising 34(1): 37-48.
49. Putrevu S. 2010. An examination of consumer responses toward attribute- and goal-framed messages. Journal of Advertising 39(3): 5-24.
50. Shiv B, Huber J. 2000. The impact of anticipating satisfaction on consumer choice. Journal of Consumer Research 27(2): 202-216.
51. Singh R. 2011. Ford takes rivals Maruti, Tata and Toyota on a 'swap drive' through advertisement campaigns. Economic Times Bureau (2011, September 12). Available at http://articles.economictimes.indiatimes.com/2011-09-12/news/30145343_1_ford-vehicle-ford-india-vice-president-ford-car [accessed on December 10, 2011].
52. Snyder R. 1992. Comparative advertising and brand evaluation: Toward developing a categorization approach. Journal of Consumer Psychology 1(1): 15-30.
53. Soscia I, Girolamo S, Busacca B. 2010. The effect of comparative advertising on consumer perceptions: Similarity or differentiation? Journal of Business and Psychology 25(1): 109-118.
54. Sujan M. 1985. Consumer knowledge: effects of evaluation strategies mediating consumer judgments. Journal of Consumer Research 12(1): 31-45.
55. Swinyard WR. 1981. The interaction between comparative advertising and copy claim variation. Journal of Marketing Research 18(2): 175-186.
56. The Economist. 2009. Advertisers go on the attack: Heated arguments. The Economist (2009, June 4). Available at http://www.economist.com/businessfinance/displaystory.cfm?story_id=13788456 [accessed on December 22, 2009].
57. Thompson DV, Hamilton RW. 2006. The effects of information processing mode on consumers' responses to comparative advertising. Journal of Consumer Research 32(4): 530-541.
58. Voss KE, Spangenberg ER, Grohmann B. 2003. Measuring the hedonic and utilitarian dimensions of consumer attitude. Journal of Marketing Research 30(3): 310-320.
59. Walker BA, Anderson HH. 1991. Reconceptualising comparative advertising: a framework and theory of effects. In Holman RH, Solomon MR (eds). Advances in Consumer Research. Association for Consumer Research: Provo, UT; 342-347.
60. Wilkie WL, Farris P. 1975. Comparison advertising: problems and potential. Journal of Marketing 39(4): 7-15.
61. Williams S. 2012. Rivals gang up on Ford trucks as Dodge Ram joins battering. Advertising Age 83(8): 20-21.
62. Wilson RD, Muderrisoglu A. 1980. An analysis of cognitive responses to comparative advertising. In Olson JC (ed). Advances in Consumer Research. Association for Consumer Research: San Francisco, CA; 566-571.
63. WoonBong N, Youngseok S, Marshall R. 2006. The structural effect of indirect comparative advertisements on consumer attitude, when moderated by message type and number of claims. In Lees MC, Davis T, Gregory G (eds). Asia-Pacific Advances in Consumer Research, 7. Association for Consumer Research: Sydney, Australia; 239-243.
64. Yagci MI, Biswas A, Dutta S. 2009. Effects of comparative advertising format on consumer responses: the moderating effects of brand image and attribute relevance. Journal of Business Research 62(8): 768-774.
65. Zhang L, Moore M, Moore R. 2011. The effect of self-construals on the effectiveness of comparative advertising. Marketing Management Journal 21(1): 195-206.