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Comparative Advertising Effectiveness: The Role of Involvement and Source Credibility
Abstract
Previous research on the persuasive impact of comparative advertising has produced inconsistent results. Consequently, researchers have suggested lack of credibility and the need for higher involvement as two problems which might impede the persuasive impact of comparative advertising. However, virtually no empirical evidence comparing the effects of comparative advertising to non-comparative advertising when different levels of involvement are activated exists. In addition, little research has examined whether source credibility enhances the persuasive impact of comparative advertising. Attribution theory provided the framework for the experiment reported in this paper. Experimental results suggest that when higher involvement is activated and a source of higher credibility is included in the advertisements, comparative advertising for a new brand has a more positive effect on purchase intentions than non-comparative advertising.
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Cites
The role of involvement in attention and comprehension processes
Celsi, R. L., & Olson, J. C. (1988) · Journal of Consumer Research · doi:10.1086/209158 · Cited by 2,070
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The Effect of Misleading Environmental Claims on Consumer Perceptions of Advertisements
Newell, S. J., Goldsmith, R. E., & Banzhaf, E. J. (1998) · Journal of Marketing Theory and Practice · doi:10.1080/10696679.1998.11501795 · Cited by 202
Comparative versus Noncomparative Advertising: A Meta-Analysis
Grewal, D., Kavanoor, S., Fern, E. F., Costley, C., & Barnes, J. (1997) · Journal of Marketing · doi:10.1177/002224299706100401 · Cited by 146
(Monroe) Meng, L., Kou, S., Duan, S., & Bie, Y. (2024) · Journal of Business Research · doi:10.1016/j.jbusres.2024.114874 · Cited by 80
Metadata
- Authors
- Gotlieb, J. B., & Sarel, D.
- Venue
- Journal of Advertising
- Publisher
- Informa UK Limited
- Published
- 1991-03
- Volume
- 20
- Issue
- 1
- Pages
- 38-45
- ISSN
- 0091-3367 (ISSN-L)
- 1557-7805
- OpenAlex
- W2057285989
- Cited by
- 270
- References
- 1
- FWCI
- 5.09
- Type
- journal article
- Language
- en
- Open access
- closed
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