The Piecemeal Approach to Comparative Advertising

被引：0
作者：
A.V. Muthukrishnan
Luk Warlop
Joseph W. Alba
机构：
[1] Hong Kong University of Science and Technology,
[2] Katholieke Universiteit of Leuven,undefined
[3] University of Florida,undefined
来源：
Marketing Letters | 2001年 / 12卷
关键词：
comparative advertising; deception; inference;
D O I：
暂无
中图分类号：
学科分类号：
摘要：
When attempting to portray the attractiveness of a brand vis-à-vis its competitors, an ad may make global claims about superiority or specific claims about one or more attributes. A special case of latter is the piecemeal ad in which the advertised brand is compared to a competitor on one attribute, a different competitor on a second attribute, another competitor on a third attribute, and so on. The present research demonstrates the effectiveness of this technique and explores the parameters of its influence. We find that piecemeal messages are persuasive because they make seemingly strong claims in a believable manner. Consumer skepticism appears to arise only when conditions for scrutiny are very favorable.
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页码：63 / 73
页数：10
相关论文
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