Comparisons and Advertising: The Route from Comparisons to Effective Advertising

Comparisons and Advertising: The Route from Comparisons to Effective Advertising

In this study, we investigate what conditions cause subjects to make comparisons and the comparison patterns that influence effective advertising. People make social or temporal-past or temporal-future comparisons, or may not make any comparisons when facing a choice of purchase situation. Unlike pa...

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Veröffentlicht in:Journal of business and psychology 2006-09, Vol.21 (1), p.23-44
Hauptverfasser: Lin, Chien-Huang, Tsai, Chia-Ching
Format: Artikel
Sprache:eng
Schlagworte:
Advertising
Brands
Comparative advertising
Comparative analysis
Consumer attitudes
Effectiveness
Frustration
Hypotheses
Market strategy
Motivation
Psychological attitudes
Purchase intention
Self esteem
Self evaluation
Self perception
Social comparison
Social psychology
Studies
Unconscious mind
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Beschreibung
Zusammenfassung:In this study, we investigate what conditions cause subjects to make comparisons and the comparison patterns that influence effective advertising. People make social or temporal-past or temporal-future comparisons, or may not make any comparisons when facing a choice of purchase situation. Unlike past research, we investigate four comparison patterns, and propose a general comparison model that leads to greater advertising effectiveness.
ISSN:0889-3268
1573-353X
DOI:10.1007/s10869-005-9016-z