Does explicit comparative advertising affect Indian consumers’ attitudes towards low and high-involvement product?

Author:

Jain Varsha,Trivedi Rohit H,Joshi Vikrant,Daswani Aarzoo

Abstract

Purpose – With increasing use of explicit comparative advertisement to get share of consumers’ mind and influence their purchase decision in western context, the same is now used extensively in emerging markets like India. However, there has not been sufficient research to understand the effectiveness of explicit comparative advertisement in low and high-involvement product categories. Therefore, the purpose of this paper is to attempt to understand the effectiveness of explicit comparative advertising on consumers’ attitude and purchase intention (PI) towards high and low-involvement products. Design/methodology/approach – The study carried out experimental treatments with 2 × 2 factorial design among 200 Indian young consumers who were in the age group 18-25. The independent variables were product categories and type of advertising (comparative and non-comparative) and dependent variables were consumer attitude and PIs. Findings – It was found that the comparative form of advertisement developed favourable response towards the advertisement, rather than towards the brand or PI. Research limitations/implications – The study found that comparative advertising is effective for high as well as low-involvement product category in changing the consumer’s attitude towards the advertisement. The research has used print media for conducting the experiment. Practical implications – It can be inferred that comparisons should be supplemented with additional information in the form of the unique features and associated emotions and feeling of the product in order to develop favourable attitude towards the brand and PI. Originality/value – Comparative advertising is a growing domain and there has been very little contribution by the researchers specially on high and low-involvement product categories.

Publisher

Emerald

Reference58 articles.

1. Ash, S.B. and Wee, C.H. (1983), “Comparative advertising: a review with implications for further research”, in Bagozzi, R.D. and Tybout, A.M. (Eds), Advances in Consumer Research , Vol. 10, Association for Consumer Research, Ann Arbor, MI, pp. 370-376.

2. Andrews, J.C. and Shimp, A.T. (1990), “Effects of involvement, argument strength, and source characteristics on central and peripheral processing of advertising”, Pcsycology and Marketing , Vol. 7 No. 3, pp. 195-214.

3. Barry, T.E. (1993), “Twenty years of comparative advertising in the United States”, International Journal of Advertising , Vol. 12 No. 4, pp. 325-351.

4. Barone, M.J. , Rose, R.R. , Miniard, P.W. and Manning, K.C. (1999), “Enhancing the detection of misleading comparative advertising”, Journal of Advertising Research , Vol. 39 No. 5, pp. 43-50.

5. Brown, M. (2009), “Is there value in comparative advertising? Knowledge points”, available at: www.millwardbrown.com (accessed 26 August 2009).

Cited by 10 articles. 订阅此论文施引文献 订阅此论文施引文献,注册后可以免费订阅5篇论文的施引文献,订阅后可以查看论文全部施引文献

同舟云学术

1.学者识别学者识别

2.学术分析学术分析

3.人才评估人才评估

"同舟云学术"是以全球学者为主线,采集、加工和组织学术论文而形成的新型学术文献查询和分析系统,可以对全球学者进行文献检索和人才价值评估。用户可以通过关注某些学科领域的顶尖人物而持续追踪该领域的学科进展和研究前沿。经过近期的数据扩容,当前同舟云学术共收录了国内外主流学术期刊6万余种,收集的期刊论文及会议论文总量共计约1.5亿篇,并以每天添加12000余篇中外论文的速度递增。我们也可以为用户提供个性化、定制化的学者数据。欢迎来电咨询!咨询电话:010-8811{复制后删除}0370

www.globalauthorid.com

TOP

Copyright © 2019-2024 北京同舟云网络信息技术有限公司
京公网安备11010802033243号  京ICP备18003416号-3