- مبلغ: ۸۶,۰۰۰ تومان
- مبلغ: ۹۱,۰۰۰ تومان
In this paper, we examine positive (activation) and negative (reactance) effects of concrete versus non-concrete comparative advertising and the impact of claim substantiation in such comparative advertising on purchase intentions. We also analyze the moderating role of consumers' predisposition to show reactance. The results indicate that without claim substantiation, quality comparisons (less concrete) produce higher activation but also more reactance than comparisons based on intrinsic attributes (more concrete). With claim substantiation, quality comparisons still trigger higher activation, but they only trigger more reactance in consumers who have a high predisposition to show reactance. For consumers with a low predisposition to show reactance, quality comparisons trigger even less reactance than intrinsic attribute comparisons. This research enhances the theoretical understanding of processes underlying consumer reactions to comparative advertising and provides marketers with knowledge about the appropriate use of claim substantiation as well as of the comparative basis for addressing different consumer types.
The results of the two studies presented show that comparative advertising triggers both positive and negative consumer reactions. The negative effects (in terms of more reactance) and positive effects (in terms of higher activation) of more or less concrete comparative advertising occur with and without claim substantiation. Consumers who are very sensitive to manipulative attempts are more activated because they spend cognitive effort on decoding the ads, but at the same time show more reactance for less concrete quality comparisons than for more concrete intrinsic attribute comparisons because they also feel that such ambiguous comparisons are used to mislead them. This effect is not influenced by substantiation through an independent test result because high PSR consumers question the substantiation. The same effect exists for low PSR consumers when the ad does not contain substantiation. However, these consumers show less reactance even toward less concrete comparisons when these claims are substantiated, for example, through an independent test result. Furthermore, less concrete claims produce higher activation of such consumers because they process the relevant and credible ad.