Communicator credibility, personality factors and customer responses to comparative advertising claims

Marketing Intelligence & Planning

Volumn 15, Issue 2, 1997, Pages 85-96

  Bennett, Roger ^a  

^a LONDON METROPOLITAN UNIVERSITY   (United Kingdom)

Author keywords

Advertising; Comparative method; Personality

Indexed keywords

EID: 84986172295     PISSN: 02634503     EISSN: None     Source Type: Journal    
DOI: 10.1108/02634509710165885     Document Type: Review

References (68)

1. Allsopp, J.F. (1986, “Personality as a determinant of beer and cider consumption among young men”, Personality and Individual Differences, Vol. 7, pp. 341-7.
2. Aronson, E., Brewer, M. and Carlsmith, J.M. (1985, “Experimentation in social psychology”, in Lindzey, G. (Ed.), Handbook of Social Psychology, Vol. 1, pp. 441-86, Random House, New York, NY.
3. Arnold, J., Robertson, I.T. and Cooper, C. (1991, Work Psychology: Understanding Human Behaviour in the Workplace, Pitman, Boston, MA and London.
4. Baron, R.A. and Byrne, D. (1993, Social Psychology, 7th ed., Allyn & Bacon, Boston, MA.
5. Barry, T.E. (1993, “Twenty years of comparative advertising in the United States”, International Journal of Advertising, Vol. 12 No. 4, pp. 325-50.
6. Bem, D.J. (1967, “Self-perception: an alternative explanation of cognitive dissonance phenomena”, Psychological Review, Vol. 74, pp. 183-200.
7. Bennett, R. (1991, “Psychometric testing: the case for government control”, Business Education International, Autumn, pp. 4-6.
8. Bennett, R. (1993, European Advertising: Media Planning, Marketing Analysis and Country-by-Country Profiles, Kogan Page, London.
9. Bennett, R. (1994, rganisational Behaviour, 2nd ed., Pitman, London.
10. Boddewyn, J.J. (1988, “Comparison advertising: advantages and disadvantages for consumers, competitors, media, industry and the marketplace”, in Balate, E. (Ed.), Unfair Advertising and Comparative Advertising pp. 175-95, Story Scientia, Brussels.
11. Brehm, J.W. (1966, A Theory of Psychological Reactance, Academic Press, New York, NY.
12. Calder, B.J., Phillips, L.W. and Tybout, A.M. (1981, “Designing research for application”, Journal of Consumer Research, Vol. 8, pp. 197-207.
13. Chevins, A. (1975, “A case for comparative advertising”, Journal of Advertising, Vol. 4 No. 2, pp. 31-6.
14. Cialdini, R.R., Petty, R.E. and Cacioppo, J.T. (1981, “Attitude and attitude change”, in Resenweig, M.R. and Porter, L.W. (Eds), Annual Review of Psychology, Vol. 32, pp. 357-404.
15. Cook, T. and Campbell, D. (1975, “The design and conduct of experiments and quasi-experiments in field settings”, in Dunnette, M. (Ed.), Handbook of Industrial and Organisational Research, Rand McNally and Co, Chicago, IL.
16. Cook, T.D., Gruder, C.L., Henningan, K.M. and Flay, B.R. (1979, “History of the sleeper effect”, Psychological Bulletin, Vol. 86, pp. 662-79.
17. Eagly, A.H., Wood, W. and Chaiken, S. (1978, “Causal inferences about communicators and their effect on opinion change”, Journal of Personality and Social Psychology, Vol. 36, pp. 424-35.
18. Foxall, G.R. and Goldsmith, R.E. (1994, Consumer Psychology for Marketing, Routledge, London.
19. Gergen, K.J., Hepburn, A. and Fisher, D.C. (1986, “Hermeneutics of personality description”, Journal of Personality and Social Psychology, Vol. 50, pp. 1261-70.
20. Gleitman, H. (1995, Psychology, 4th ed. Norton, New York, NY.
21. Goethals, G.R. and Darley, J.M. (1987, “Social comparison theory”, in Mullen, B. (Ed.), Theories of Group Behaviour, Springer-Verlag, New York, NY.
22. Goodwin, S. and Elgar, M. (1980, “An experimental investigation of comparative advertising: impact of message appeal, information load, and utility of product class”, Journal of Marketing Research, Vol. 17 No. 2, pp. 187-202.
23. Gotlieb, J.B. and Sarel, D. (1991, “Comparative advertising effectiveness: the role of involvement and source credibility”, Journal of Advertising, Vol. 20 No. 1, pp. 38-45.
24. Gross, A.E. and Fleming, I. (1982, “Twenty years of deception in social psychology”, Personality and Social Psychology Bulletin, Vol. 8, pp. 402-8.
25. Hogan, R.C. and Champagne, D.W. (1980, “Personal style inventory”, Handbook for Group Facilitators, University Associates, San Diego, CA, pp. 89-91.
26. Hovland, C. and Weiss, W. (1951 “The influence of source credibility on communicator effectiveness”, Public Opinion Quarterly, Vol. 15, pp. 650-53.
27. International Chamber of Commerce (ICC) (1991, International Code of Advertising Practice, ICC, Paris.
28. Iyer, E.S. (1988, “The influence of verbal content and relative newness on the effectiveness of comparative advertising”, Journal of Advertising, Vol. 17 No. 3, pp. 15-21.
29. Jeannet, J. and Hennessey, H.D. (1992, Global Marketing Strategies, 2nd ed., Houghton Mifflin Company, Boston, MA.
30. Jung, C.G. (1921, “Personality types”, Collected Works, Vol. 6, Bollinger Press, New Jersey.
31. Jung, C.G. (1923 Psychological Types, Kegan Paul.
32. Kelman, H.C. (1967, “Human use of human subjects”, Psychological Bulletin, Vol. 67, pp. 1-11.
33. Margerison, C. and Lewis, R. (1982, “Mapping managerial styles”, International Journal of Manpower, Vol. 2 No. 1, pp. 2-24.
34. McAlister, L. and Pessemier, E. (1982, “Variety seeking behaviour: an interdisciplinary review”, Journal of Consumer Research, Vol. 9, pp. 311-22.
35. McDougall, G.H.G. (1978, “Comparative advertising: the effect of claim type and brand loyalty”, in Leigh, J. and Martin, C.R. Jr (Eds), Current Issues and Research in Advertising, The University of Michigan, Ann Arbor, MI, pp. 39-52.
36. McGuire, W.J. (1985, “The nature of attitude change” in Lindzey, G. (Ed.), Handbook of Social Psychology, Vol. 2, Random House, New York, NY.
37. Mook, D.J. (1983, “In defence of external invalidity”, American Psychologist, Vol. 38 No. 4, pp. 379-87.
38. Morse, S. and Gergen, K.J. (1970, “Social comparison, self-consistency and the concept of self”, Journal of Personality and Social Psychology, Vol. 16, pp. 148-56.
39. Muehling, D.D. (1987, “Comparative advertising: the influence of attitude-toward-the-ad on brand evaluation”, Journal of Advertising, Vol. 16 No. 4, pp. 43-9.
40. Muehling, D.D., Stoltman, J.J. and Grossbart, S. (1990, “The impact of comparative advertising on levels of message involvement”, Journal of Advertising, Vol. 19 No. 4, pp. 41-50.
41. Murphy, J.H. and Admundsen, M.S. (1981, “The communications effectiveness of comparative advertising for a new brand on users of the dominant brand”, Journal of Advertising, Vol. 10 No. 1, pp. 14-20.
42. Northcraft, G.B. and Neale, M.A. (1987, “Experts, amateurs and real estate”, Organisational Behaviour and Decision Processes, Vol. 39, pp. 84-7.
43. Ohbuchi, K., Kamdea, M. and Agari, N. (1989, “Apology as aggression control”, Journal of Personality and Social Psychology, Vol. 56, pp. 219-27.
44. Orme, M.T. (1962, “On the social psychology of the psychological experiment”, American Psychologist, Vol. 17, pp. 776-83.
45. Ozer, D.J. (1989, “Construct validity in personality assessment”, in Buss, D.M. and Cantor, N. (Eds), Personality Psychology, Springer Verlag, New York, NY.
46. Pechmann, C. and Ratneshwar, S. (1991, “The use of comparative advertising for brand positioning: association vs. differentiation”, Journal of Consumer Research, Vol. 18, pp. 145-60.
47. Pechmann, C. and Stewart, D.W. (1990, “The effects of comparative advertising on attention, memory, and purchase intentions”, Journal of Consumer Research, Vol. 17, pp. 180-91.
48. Pettit-O’Malley, K.L. and Johnson, M.S. (1992, “Differentiating comparative advertising: some positive results revealed by measurement of simultaneous effects on the ad-sponsoring and comparison brands”, Journal of Current Issues and Research in Advertising, Vol. 14 No. 1, pp. 35-44.
49. Prasad, V.K. (1976, “Communications-effectiveness of comparative advertising: a laboratory analysis”, Journal of Marketing Research, Vol. 13 No. 2, pp. 128-37.
50. Rhodewalt, R. and Davison, J. (1983, “Reactance: the role of self-attribution in response to reduced behavioural freedom”, Journal of Personality and Social Psychology, Vol. 44, pp. 220-8.
51. Rogers, C.R. (1978, Personal Power, Constable, London.
52. Rogers, R.W. (1983, “Subjects’ reactions to experimental deception”, in Cacioppo, J.R. (Ed.), Social Psychophysiology, Guildford Press, New York, NY.
53. Schartzman, L. and Strauss, A.L. (1973, Field Research, Prentice-Hall, Englewood Cliffs, NJ.
54. Sears, D.O. (1986, “College sophomores in the laboratory: influences of a narrow database on social psychology’s view of human nature”, Journal of Personality and Social Psychology, Vol. 51, pp. 515-30.
55. Shavitt, S. (1990, “The role of attitude objects in attitude functions”, Journal of Experimental Social Psychology, Vol. 26, pp. 124-48.
56. Sheluga, D.A. and Jacoby, J. (1978, “Do comparative claims encourage comparison shopping? The impact of comparative claims in consumers’ acquisition of product information”, in Leigh, J.H. and Martin, C.R. Jr (Eds), Current Issues and Research in Advertising, The University of Michigan, Ann Arbor, MI, pp. 23-37.
57. Shimp, T.A. (1978, “Do incomplete comparisons mislead?” Journal of Advertising Research, Vol. 18 No. 6, pp. 21-7.
58. Shimp, T.A. and Dyer, D.C. (1978, “The effects of comparative advertising mediated by market position of sponsoring brand”, Journal of Advertising, Vol. 7 No. 3, pp. 13-9.
59. Snyder, M. and DeBono, K.G. (1985, “Appeals to image and claims to quality: understanding the psychology of advertising”, Journal of Personality and Social Psychology, Vol. 49, pp. 586-97.
60. Suls, J. and Rosnow, J. (1988, “Concerns about artefacts in behavioural research”, in Morawski, M. (Ed.), The Rise of Experimentation in Psychology, Yale University Press, New Haven, CT.
61. Swinyard, W.R. (1981, “The interaction between comparative advertising and copy claim variation”, Journal of Marketing Research, Vol. 18 No. 2, pp. 175-86.
62. Taylor, S.E. and Lobel, M. (1989, “Social comparison activity under threat”, Psychological Review, Vol. 96, pp. 569-75.
63. Taylor, S.E., Peplau, L.A. and Sears, D.O. (1994, Social Psychology, 8th ed., Prentice-Hall, Englewood Cliffs, NJ.
64. Thurow, L. (1992, Head to Head: The Coming Economic Battle among Japan, Europe, and America, New York, William Morrow and Company, NY.
65. Wilkie, W.L. and Farris, P.W. (1975, “Comparison advertising: problems and potential”, Journal of Marketing, Vol. 39 No. 4, pp. 7-15.
66. Wood, J.V. (1989, “Theory of research concerning social comparisons of personal attributes”, Psychological Bulletin, Vol. 106, pp. 231-48.
67. Wright, J.C. and Mischel, W. (1988, “Conditional hedges and the intuitive psychology of traits”, Journal of Personality and Social Psychology, Vol. 55, pp. 454-69.
68. Wyckham, R.G. (1987, “Implied superiority claims”, Journal of Advertising Research, Vol. 27 No. 1, pp. 54-63.