The Influence of Verbal Content and Relative Newness on the Effectiveness of Comparative Advertising
- 1 October 1988
- journal article
- research article
- Published by Taylor & Francis in Journal of Advertising
- Vol. 17 (3) , 15-21
- https://doi.org/10.1080/00913367.1988.10673119
Abstract
This study examines the role of the verbal content and relative newness of a brand in determining the effectiveness of a comparative format. Measures of attitude toward and intention to use the sponsoring brand were taken. In general, a comparative format that emphasizes factual information is best suited for a new brand launch.Keywords
This publication has 17 references indexed in Scilit:
- Product Novelty: Does it Moderate the Relationship between Ad Attitudes and Brand Attitudes?Journal of Advertising, 1987
- The Impact of Comparative Advertising on Perception and Attitude: Some Positive FindingsJournal of Consumer Research, 1984
- The Information Content of Comparative Magazine AdvertisementsJournal of Advertising, 1983
- The Information Processing of Pictures in Print AdvertisementsJournal of Consumer Research, 1983
- One-Sided Versus Two-Sided Comparative Message Appeals for New Brand IntroductionsJournal of Consumer Research, 1982
- Beyond Attitude Structure: Toward the Informational Determinants of AttitudeJournal of Marketing Research, 1978
- Innovativeness: The Concept and Its MeasurementJournal of Consumer Research, 1978
- An Analysis of Information Content in Television AdvertisingJournal of Marketing, 1977
- Novelty, complexity, incongruity, extrinsic motivation, and the GSR.Journal of Experimental Psychology, 1963
- The generality of immunity to persuasion produced by pre-exposure to weakened counterarguments.The Journal of Abnormal and Social Psychology, 1961