Across- versus within-class comparative advertising: Insights into prestige class anchoring

Advertising manipulations show that across‐class comparisons with a leader in a more prestigious class result in an increase in perceived value for the sponsoring advertiser. Such results provide suggestive insights into the viability of across‐class advertising when contrasted to an alternative advertising framework (within‐class comparisons). This study develops the theory and results of across‐class associations and addresses its limitations and areas in need of inquiry. © 1999 John Wiley & Sons, Inc.