The Effects of Comparative Advertising on Attention, Memory, and Purchase Intentions

Cornelia Pechmann and David W Stewart

Journal of Consumer Research, 1990, vol. 17, issue 2, 180-91

Abstract: There is discrepancy between practitioners' views of comparative advertising and null findings by academics. However, in most studies, subjects' attention to and memory of the comparative claims were inflated, which may have precluded effects on these variables and on purchase intentions. This study manipulated market share and type of comparative claim, used nonforced exposure, measured attention via a computerized magazine, and assessed memory and purchase intentions after a 24-hour delay. Some findings are that direct comparative claims attract attention and thereby enhance purchase intentions for low-share brands but detract from purchase intentions for established brands by increasing awareness of competitors and sponsor misidentifications. Copyright 1990 by the University of Chicago.

Date: 1990
References: Add references at CitEc
Citations: View citations in EconPapers (36)

Downloads: (external link)
http://dx.doi.org/10.1086/208548 (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:oup:jconrs:v:17:y:1990:i:2:p:180-91

Access Statistics for this article

Journal of Consumer Research is currently edited by Bernd Schmitt, June Cotte, Markus Giesler, Andrew Stephen and Stacy Wood

More articles in Journal of Consumer Research from Journal of Consumer Research Inc.
Bibliographic data for series maintained by ().