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Partial Comparative Messages in Competition
Author(s) -
Teng ChingI,
Chang ChungChau,
Lai JengYu
Publication year - 2009
Publication title -
british journal of management
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 2.407
H-Index - 108
eISSN - 1467-8551
pISSN - 1045-3172
DOI - 10.1111/j.1467-8551.2007.00559.x
Subject(s) - advertising , competition (biology) , preference , comparative advertising , business , comparative advantage , brand awareness , computer science , psychology , mathematics , biology , statistics , ecology , international trade
Partial comparative messages comprise a mixture of comparative and non‐comparative claims. This study demonstrates how the extent to which non‐comparative (NC), partial comparative (PC) and complete comparative (CC) messages influence consumer preference depends on the comparisons (i.e. NC, PC or CC) made by the messages promoting the two competing brands. A 3 (brand A used NC, PC or CC message) × 3 (brand B used NC, PC or CC message) design was used. Two studies (n=284, 283, respectively) show that participants preferred (1) the first brand they saw when both brands were promoted by NC messages, (2) neither brand when both brands were promoted by messages containing comparative claims, (3) the brand promoted by a PC message when the other brand was promoted by an NC message, and (4) the brand promoted by an NC message when the other brand was promoted by a CC message.