Journal ArticleDOI
Comparative Advertising in India: A Content Analysis of English Print Advertisements
TLDR
The authors conducted a content analysis on 203 comparative print advertisements in India and found that direct comparative advertisements were used more (vis-a-vis indirect ones), differentiative claims are used more, maximal claims were higher than minimal claims, multibrand comparisons were greater in number, positive valence is preferred to negative valence, and underdog brands used more comparative advertisements than top-dog brands Contrary to expectations, hedonic and utilitarian products used comparative advertisements equally.Abstract:
We conducted a content analysis on 203 comparative print advertisements in India We found that as hypothesized, direct comparative advertisements were used more (vis-a-vis indirect ones), differentiative claims were used more (vis-a-vis associative ones), maximal claims were higher than minimal claims, multibrand comparisons were greater in number (vis-a-vis single-brand comparisons), positive valence is preferred to negative valence, and underdog brands used more comparative advertisements than top-dog brands Contrary to expectations, we found that hedonic and utilitarian products used comparative advertisements equally We offer a snapshot of the state of comparative advertisements in India that would be useful to managers and researchersread more
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Journal ArticleDOI
Content analysis of comparative claims in drug advertisements
TL;DR: Examining the tactics that advertisers use to educate and influence consumers and physicians sets the foundation for future studies that examine the effects of their exposure to comparative claims.
Dissertation
The Moderating Role of Need for Cognition in Consumers’ Responses to Ads with Varied Claims
TL;DR: In this article, the authors investigated the effect of ad formats and message framing on consumer attitudinal and behavioral reactions, and found that message framing has main effects on participants' responses whereas ad format does not.
Dissertation
The Roles Metacognitive Experience Can Play in the Processing Models: The Effects on Indirect Comparative Ads Evaluation Considering Individual Differences
TL;DR: In this article, the authors considered metacognitive difficulty, a concept ignored in persuasion models before but now getting increasing attention, to find how it could interact with other factors to have effects on ad evaluations under ICA situation.
Dissertation
Comparative Advertising: A Factual Claim or an Evaluative Claim
Kodagoda Peiris,Ishan Chalindha +1 more
Book ChapterDOI
Influence of Indian Culture on Advertising in India
TL;DR: The role of Indian culture in advertisements (ads) in India is discussed in this paper , where content analysis and Hofstede's cultural dimensions in Indian ads, types of products and culture in Indian ad, Indian culture and hi-tech/hi touch products in ads, products conspicuous by their consumption, culture and Indian ads.
References
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Book ChapterDOI
The elaboration likelihood model of persuasion
TL;DR: This chapter discusses a wide variety of variables that proved instrumental in affecting the elaboration likelihood, and thus the route to persuasion, and outlines the two basic routes to persuasion.
Journal ArticleDOI
Hedonic Consumption ; Emerging Concepts, Methods and Propositions
TL;DR: In this paper, the authors define hedonic consumption as those facets of consumer behavior that relate to the multisensory, fantasy and emotive aspects of product usage experience.
Journal ArticleDOI
Content Analysis in Consumer Research
TL;DR: The use of documentary evidence such as historical records, novels, existing advertisements, and photographs has been little used in consumer research as mentioned in this paper, which has been shown to be useful in consumer behavior analysis.
Journal ArticleDOI
Strategic Brand Concept-Image Management:
Abstract: Conveying a brand image to a target market is a fundamental marketing activity. The authors present a normative framework, termed brand concept management (BCM), for selecting, implementing, and co...
Journal ArticleDOI
Measuring the hedonic and utilitarian sources of consumer attitudes
Rajeev Batra,Olli T. Ahtola +1 more
TL;DR: In this paper, it has been suggested that consumer attitudes have distinct hedonic and utilitarian components, and that product categories differ in the extent to which their overall attitudes are derived from these two components.
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