When comparative ads are more effective: Fit with audience’s regulatory mode

Antonio Pierro, Mauro Giacomantonio, Gennaro Pica, Lucia Mannetti, Arie W. Kruglanski and E. Tory Higgins

Journal of Economic Psychology, 2013, vol. 38, issue C, 90-103

Abstract: According to regulatory fit theory (Higgins, 2000, 2005), people experience regulatory fit when the manner in which they pursue a goal sustains (vs. disrupts) their regulatory orientation, and this fit strengthens their engagement in what they are doing. We tested whether the relative effectiveness of comparative and noncomparative ads varied as a function of their fit with the audience’s regulatory mode concerns, either assessment concerns with making critical evaluations or locomotion concerns with maintaining movement, with these concerns being situationally induced (Studies 1a and 1b) or chronic predispositions (Study 2). As predicted, three studies found that for participants with assessment concerns comparative ads were more effective than noncomparative ads, whereas for participants with locomotion concerns noncomparative ads were more effective than comparative ads. Supporting the mechanism predicted by regulatory fit theory, the studies also found that these fit effects on purchase intentions were mediated by strength of engagement with the message.

Keywords: Comparative advertising; Regulatory fit; Regulatory modes (search for similar items in EconPapers)
JEL-codes: M37 M39 (search for similar items in EconPapers)
Date: 2013
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joepsy:v:38:y:2013:i:c:p:90-103

DOI: 10.1016/j.joep.2012.10.006

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