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In their classic article, Wilkie and Farris (1975) proposed that, in general, comparative advertisements will be more persuasive than their noncomparative counterparts. However, the bulk of empirical evidence has not supported this proposition. Although several studies have shown comparative ads can exert more positive effects than noncomparative ads on brand attitudes, purchase intentions, or purchase, comparative ads have also been found to reduce persuasion. Perhaps the most common finding has been that comparative and noncomparative ads produce very similar postcommunication attitudes and intentions.
Why have comparative and noncomparative ads so often been found to produce similar levels of persuasion? One rather obvious possibility is that null findings are simply the result of the fact that the particular comparative and noncomparative ads used in the test situation were truly equivalent in their persuasiveness. It may be, for instance, that the comparative copy communicated interbrand differences that were seen as trivial or unimportant. Similarly, failure to include adequate substantiation for the comparative claims could render them impotent. Even if comparative claims convey important differences with adequate substantiation, they may be no more effective than noncomparative claims when consumers are already aware of these differences.
Another possibility, the one explored in this paper, is that the failure to detect persuasion differences between comparative and noncomparative ads may be the result of the types of measures used to test for such effects. Earlier investigations have often relied upon nonrelative or monadic measures of postcommunication impressions (i.e., measures that assess beliefs, attitudes, and/or intentions toward the advertised brand without an explicit point of reference). However, it would appear that relative measures (i.e., measures that use the comparison brand as a point of reference in their assessment) are better suited for capturing the persuasive impact of comparative advertising.
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发表于 2019-12-24 13:26:25
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