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- Title
比較對象與訊息框架對比較式廣告效果之影響*.
- Authors
周軒逸; 鄭閎睿
- Abstract
Comparative advertising is an important promotion tool. In this method, by comparing with competing brands and highlighting the advantages of a particular advertiser’s brand, attempts are made to persuade consumers. This study examines how choice of comparative targets, the number of comparative targets, gap in the performances between multiple comparative targets, and message framing affect the effectiveness of comparative advertising. Additionally, the moderating effect of consumer regulatory focus is explored. Experimental results reveal the following: (1) in a comparative advertisement, the simultaneous use of market average value and a competitive brand as comparative targets, compared with the use of only a competitive brand as the comparative target, yields better advertising effectiveness. Multiple comparative targets lead to better advertising effectiveness than a single comparative target. Similar (vs. dissimilar) performances between multiple comparative targets increase purchase intentions. (2) The degree of comparability of message framing used for the advertiser’s as well as the competitor’s products has a positive impact on both product attitudes and purchase intentions. (3) Consumer regulatory focus moderates the relative effects of the use of different comparative targets and message framing. This research makes theoretical contributions to comparative advertising, regulatory focus theory, anchoring theory, and message framing. It also offers practical suggestions on the design of comparative advertisements to generate better effects.
- Subjects
REGULATORY focus theory; ADVERTISING effectiveness; CONSUMER attitudes; BRAND name products; CONSUMERS; ADVERTISING; FOLLOWERSHIP
- Publication
Journal of Management & Systems, 2023, Vol 30, Issue 1, p39
- ISSN
1023-9863
- Publication type
Article
- DOI
10.29416/JMS.202301_30(1).0002