The Impact of Comparative Advertising on Perception and Attitude: Some Positive Findings

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Abstract
The effects of comparative versus noncomparative advertising were tested in an experiment across three product categories (cigarettes, golf balls, toothpastes). A series of dependent variables—perception, attitude, and cognitive response to the ads—was investigated. Comparative advertising by a challenger, a brand not the category leader, resulted in increased brand similarity between the challenger and leader. The results held whether an ad for the leader was present or not. Other effects of comparative versus noncomparative ads were also observed.

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