Comparative advertising: Superiority despite interference?

Abstract

The effect of comparative versus noncomparative advertising on consumer cognitions, attitudes, and behavioural intentions toward an advertised brand with or without interference from other ads was investigated. The experimental results indicated that the superiority of comparative over noncomparative advertising on attitudinal and behavioural intention responses observed immediately after exposure diminished following interference from subsequent exposure to other ads. However, its superiority on two cognitive dimensions - perceived brand similarity and quality - was maintained despite such interference. Implications of the findings and directions for future research are discussed. © 1994 Faculty of Business Administration National University of Singapore.