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Across‐ versus within‐class comparative advertising: Insights into prestige class anchoring
Author(s) -
Van Auken Stuart,
Adams Arthur J.
Publication year - 1999
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/(sici)1520-6793(199908)16:5<429::aid-mar4>3.0.co;2-3
Subject(s) - prestige , class (philosophy) , advertising , value (mathematics) , psychology , anchoring , social psychology , mathematics , computer science , statistics , business , artificial intelligence , philosophy , linguistics
Advertising manipulations show that across‐class comparisons with a leader in a more prestigious class result in an increase in perceived value for the sponsoring advertiser. Such results provide suggestive insights into the viability of across‐class advertising when contrasted to an alternative advertising framework (within‐class comparisons). This study develops the theory and results of across‐class associations and addresses its limitations and areas in need of inquiry. © 1999 John Wiley & Sons, Inc.