Comparative and Noncomparative Advertising: Attitudinal Effects under Cognitive and Affective Involvement Conditions
This study compares effectiveness of comparative and noncomparative advertising for products characterized by different levels of cognitive and affective involvement. Comparative advertisements induce more positive brand attitudes for products which elicit cognitive and affective motivations simulta...
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| Veröffentlicht in: | Journal of advertising 1994-06, Vol.23 (2), p.77-91 |
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| container_end_page | 91 |
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| container_title | Journal of advertising |
| container_volume | 23 |
| creator | Putrevu, Sanjay Lord, Kenneth R. |
| description | This study compares effectiveness of comparative and noncomparative advertising for products characterized by different levels of cognitive and affective involvement. Comparative advertisements induce more positive brand attitudes for products which elicit cognitive and affective motivations simultaneously. This happens because brand comparisons facilitate an attribute-based processing style which might otherwise succumb to the competing affective involvement. Noncomparative attribute-based ads yield more favorable attitudes toward the ad when affective involvement is high than when it is low. Comparative ads are also shown to positively influence brand switchers and have a negative impact on consumers loyal to competing brands. |
| doi_str_mv | 10.1080/00913367.1994.10673443 |
| format | Article |
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Lord, Kenneth R.</author></sort><facets><frbrtype>5</frbrtype><frbrgroupid>cdi_FETCH-LOGICAL-c434t-b487ae1d3412c013f1c4ac2df89f05a85c17e3a8c7a95c39b20488190fb36f603</frbrgroupid><rsrctype>articles</rsrctype><prefilter>articles</prefilter><language>eng</language><creationdate>1994</creationdate><topic>Advertising</topic><topic>Advertising campaigns</topic><topic>Advertising research</topic><topic>Attitudes</topic><topic>Brand loyalty</topic><topic>Brands</topic><topic>Cognition & reasoning</topic><topic>Comparative advertising</topic><topic>Comparative studies</topic><topic>Consumer attitudes</topic><topic>Consumer behavior</topic><topic>Consumer goods</topic><topic>Consumer motivation</topic><topic>Consumer research</topic><topic>Consumers</topic><topic>Market positioning</topic><topic>Marketing</topic><topic>Multivariate analysis</topic><topic>Quadrants</topic><topic>Shampoo</topic><topic>Shopping</topic><topic>Social research</topic><toplevel>peer_reviewed</toplevel><toplevel>online_resources</toplevel><creatorcontrib>Putrevu, Sanjay</creatorcontrib><creatorcontrib>Lord, Kenneth R.</creatorcontrib><collection>CrossRef</collection><collection>ProQuest Central (Corporate)</collection><collection>Access via ABI/INFORM (ProQuest)</collection><collection>ABI/INFORM Global (PDF only)</collection><collection>Entrepreneurship Database</collection><collection>ProQuest Central (purchase pre-March 2016)</collection><collection>ABI/INFORM Global (Alumni Edition)</collection><collection>Banking Information Database (Alumni Edition)</collection><collection>Psychology Database (Alumni)</collection><collection>Entrepreneurship Database (Alumni Edition)</collection><collection>International Bibliography of the Social Sciences (IBSS)</collection><collection>Hospital Premium Collection</collection><collection>Hospital Premium Collection (Alumni Edition)</collection><collection>ProQuest Central (Alumni) (purchase pre-March 2016)</collection><collection>ABI/INFORM Collection (Alumni Edition)</collection><collection>Research Library (Alumni Edition)</collection><collection>ProQuest Central (Alumni Edition)</collection><collection>ProQuest Central UK/Ireland</collection><collection>Accounting, Tax & Banking Collection</collection><collection>ProQuest Central Essentials</collection><collection>eLibrary</collection><collection>ProQuest Central</collection><collection>Business Premium Collection</collection><collection>ProQuest One Community College</collection><collection>ProQuest Central Korea</collection><collection>International Bibliography of the Social Sciences</collection><collection>Accounting, Tax & Banking Collection (Alumni)</collection><collection>Business Premium Collection (Alumni)</collection><collection>Health Research Premium Collection</collection><collection>ABI/INFORM Global (Corporate)</collection><collection>Health Research Premium Collection (Alumni)</collection><collection>ProQuest Central Student</collection><collection>Research Library Prep</collection><collection>International Bibliography of the Social Sciences</collection><collection>ProQuest Business Collection (Alumni Edition)</collection><collection>ProQuest Business Collection</collection><collection>ABI/INFORM Global</collection><collection>Banking Information Database</collection><collection>Psychology Database (ProQuest)</collection><collection>Research Library</collection><collection>Research Library (Corporate)</collection><collection>One Business (ProQuest)</collection><collection>ProQuest One Business (Alumni)</collection><collection>ProQuest One Academic Eastern Edition (DO NOT USE)</collection><collection>ProQuest One Academic</collection><collection>ProQuest One Academic UKI Edition</collection><collection>ProQuest Central China</collection><collection>ProQuest One Psychology</collection><collection>ProQuest Central Basic</collection><collection>SIRS Editorial</collection><jtitle>Journal of advertising</jtitle></facets><delivery><delcategory>Remote Search Resource</delcategory><fulltext>fulltext</fulltext></delivery><addata><au>Putrevu, Sanjay</au><au>Lord, Kenneth R.</au><format>journal</format><genre>article</genre><ristype>JOUR</ristype><atitle>Comparative and Noncomparative Advertising: Attitudinal Effects under Cognitive and Affective Involvement Conditions</atitle><jtitle>Journal of advertising</jtitle><date>1994-06-01</date><risdate>1994</risdate><volume>23</volume><issue>2</issue><spage>77</spage><epage>91</epage><pages>77-91</pages><issn>0091-3367</issn><eissn>1557-7805</eissn><coden>JOADD7</coden><abstract>This study compares effectiveness of comparative and noncomparative advertising for products characterized by different levels of cognitive and affective involvement. Comparative advertisements induce more positive brand attitudes for products which elicit cognitive and affective motivations simultaneously. This happens because brand comparisons facilitate an attribute-based processing style which might otherwise succumb to the competing affective involvement. Noncomparative attribute-based ads yield more favorable attitudes toward the ad when affective involvement is high than when it is low. Comparative ads are also shown to positively influence brand switchers and have a negative impact on consumers loyal to competing brands.</abstract><cop>Abingdon</cop><pub>Taylor & Francis Group</pub><doi>10.1080/00913367.1994.10673443</doi><tpages>15</tpages></addata></record> |
| fulltext | fulltext |
| identifier | ISSN: 0091-3367 |
| ispartof | Journal of advertising, 1994-06, Vol.23 (2), p.77-91 |
| issn | 0091-3367 1557-7805 |
| language | eng |
| recordid | cdi_gale_infotracacademiconefile_A15639343 |
| source | EBSCOhost Business Source Complete; JSTOR Archive Collection A-Z Listing; Taylor & Francis Journals Complete |
| subjects | Advertising Advertising campaigns Advertising research Attitudes Brand loyalty Brands Cognition & reasoning Comparative advertising Comparative studies Consumer attitudes Consumer behavior Consumer goods Consumer motivation Consumer research Consumers Market positioning Marketing Multivariate analysis Quadrants Shampoo Shopping Social research |
| title | Comparative and Noncomparative Advertising: Attitudinal Effects under Cognitive and Affective Involvement Conditions |
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