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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Nature of green advertisements in India: Are they greenwashed?
TL;DR: In this article, a systematic content analysis of Indian English green print advertisements for the years 2010 and 2011 to verify if greenwashing is prevalent was performed, and the results indicated that 51.7% of the claims were greenwashed and most of them were vague or ambiguous.
Journal ArticleDOI
Direct or indirect comparative ads: The moderating role of information processing modes
TL;DR: This paper showed that direct comparative advertisements are more effective in reducing perceived manipulative intent, enhancing attitude toward the advertisement, and increasing the perceived differences between the brands for consumers using analytical (imagery) information processing modes.
Journal ArticleDOI
Nostalgic advertising in India: a content analysis of Indian TV advertisements
TL;DR: In this article, the authors examined the presence of nostalgic advertising in Indian television and its execution with reference to extent of information disclosure, level of involvement, type of products and stages in product life cycle (PLC).
Journal ArticleDOI
The ad format-strategy effect on comparative advertising effectiveness
TL;DR: In this article, the authors investigate the interplay between comparison ad strategy (market leader/multi-brand comparisons) and comparison ad format (direct/indirect comparisons) on the effectiveness of comparative advertising.
Journal ArticleDOI
Comparative advertising: Effects of concreteness and claim substantiation through reactance and activation on purchase intentions
TL;DR: In this paper, the authors examine positive and negative effects of concrete versus non-concrete comparative advertising and the impact of claim substantiation in such comparative advertising on purchase intentions, and analyze the moderating role of consumers' predisposition to show reactance.
References
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Journal ArticleDOI
Measuring the Hedonic and Utilitarian Dimensions of Consumer Attitude
TL;DR: In this article, the authors report the development and validation of a parsimonious, generalizable scale that measures the hedonic and utilitarian dimensions of consumer attitudes toward product categories and different brands within categories.
Journal ArticleDOI
A Model for Predictive Measurements of Advertising Effectiveness
TL;DR: The development and selection of research designs too often reflect thinking which is technique-oriented as mentioned in this paper, and this article looks at advertising research from another viewpoint, and it starts with the quest...
Journal ArticleDOI
Managing What Consumers Learn from Experience
Stephen J. Hoch,John Deighton +1 more
TL;DR: The authors argue that what consumers learn from the experience of using products is not a simple matter of discovering objective truth, and frame the problem of learning from experience as a four-stage process.
Journal ArticleDOI
Audience Involvement in Advertising: Four Levels
TL;DR: The effectiveness of advertising messages is widely believed to be moderated by audience involvement as mentioned in this paper, which allocates increasing attentional capacity to a message source, as needed for analysis of the message by increasingly abstract and qualitatively distinct representations.
Journal ArticleDOI
A Model For Predictive Measurements of Advertising Effectiveness
TL;DR: In other words, the effects of much advertising are "long-term." This is sometimes taken to imply that all one can really do is wait and see-ultimately the campaign will or will not produce. But all advertising is not designed to produce immediate purchases on the part of all who are exposed to it as discussed by the authors.
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