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Discussion（论文部分）



The objective of this study was to explore the relative effectiveness of comparative advertising between the subjects of two different countries, which represent very different usage levels of comparative advertising.The results of the experiment designed to examine the differential impact of three ad types - direct comparative, indirect comparative, and noncomparative advertising – on respondents’ perceptions in cross-country settings showed somewhat consistent findings.The results suggested that comparative ads were generally more persuasive than noncomparative ads both in the United States and Korea
.However, the specific comparative ad format that was most effective varies by country of the subjects.For the subjects in the United States, who are familiar with direct comparative ad format, the indirect comparative ads were more effective than the noncomparative ads in inducing favorable attitude toward the brand and purchase intention.For the subjects in Korea, who are unfamiliar with direct comparative ad format, the direct comparative ads were consistently more effective than the other ad types on hierarchy-of-effects measures including brand beliefs.


Contrary to the earlier studies, the subjects in both countries perceived a more positive attitude toward comparative ads than noncomparative ads, which in turn influenced persuasion responses to the advertised brand, which was dominant in Korea
.This is partly due to the use of factual information in the message content, which ensured ad credibility for the test ads.


It is interesting to note that, in the United States, indirect com-parative ads induced more favorable attitudes toward advertised brand and purchase intention than noncomparative ad, and sometimes even than direct comparative ad.Although indirect comparative ads do not have an explicit reference point in nature, the respondents(调查对象) perceived their own reference points as comparison brands among established brands with high message relevance, which reinforced their judgments.The relative superiority of indirect comparative ads is consistent with the findings of Goodwin and Etgar (1980), to some extent.In con-trast, the subjects in Korea
perceived direct comparative ads to be more favorable than the other ad types.They seem to pay more attention to direct comparative ad messages and to process these messages centrally, which in turn produces a positive reaction to the ad and advertised brand.


We should be aware of the rapidly changing status of compar-ative advertising in other countries, which forces marketers to reevaluate advertising strategies.For the international adver-tising strategies, it may be advisable to carefully consider the usage status of comparative ads in order to improve the effec-tiveness of the ad.Apparently, practitioners have preferred comparative advertising as a convenient and useful technique (Muehling and Stoltman 1992), but we should be careful about the misuse of this sensitive appeal in different countries.



Currently, direct comparative ads are not illegal but rarely used in Korea
since the regulatory framework governing advertising does not encourage the use of direct comparative appeals.In a few instances where direct comparative ads have been used, there has been controversy and litigation.Due to the demand of advertisers and consumer groups, however, new regulations in favor of direct comparative ads are under consideration.This changing environment of comparative advertising in Korea might affect the persuasiveness of direct comparative ads.


In addition to providing a relative persuasiveness of comparative advertising, differences found may be primarily due to the dif-ferences in familiarity with comparative ads but not differences in culture.The role of familiarity with comparative ads, which has rarely been studied in a cross-cultural setting, warrants fur-ther investigation.



In the exploratory study, only the impact of rational ad style driven by credible sources including factual information in the message content was examined.The emotional ad may be more influenced by cultural characteristics than the rational ad.Fur-ther work is needed to address the persuasion differences betwe-en rational and emotional ads in a cross-cultural setting.The findings of this study were based on a single product and a single ad for each ad type.Moreover, the use of students as subjects with forced exposure to an ad may also raise the question of generalizability.Care should be taken in general-izing our results until they are replicated using different products and subjects.

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