The Impact of Competitiveness on Consumer Responses to Comparative Advertisements
TL;DR: The authors examine the impact of consumers' competitive tendencies on responses to comparative advertising appeals and the underlying role of schadenfreude: pleasure derived from the misfortunes of others.
Abstract: We examine the impact of consumers' competitive tendencies on responses to comparative advertising appeals and the underlying role of schadenfreude: pleasure derived from the misfortunes of others....
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TL;DR: The strong relationship between advertising and public policy has important implications for consumers as discussed by the authors, and advertising is part of the fabric of advertising with respect to both research and practice, which has been discussed extensively in the literature.
Abstract: Public policy is part of the fabric of advertising with respect to both research and practice. The strong relationship between advertising and public policy has important implications for consumers...
19 citations
Cites background from "The Impact of Competitiveness on Co..."
...Recently, individual articles have addressed important public policy issues such as advertising disclosures (De Jans et al. 2018), the relationship between advertising and competition (Yucel-Aybat and Kramer 2018), and consumer well-being (Davis and Burton 2016)....
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TL;DR: In this article, a comprehensive thematic review of comparative advertising research is discussed (1975-2018), using several bibliometric analyses, and four thematic clusters emerge from the 305 marketing and advertising journal articles reviewed.
13 citations
09 Jun 2021
TL;DR: The global economy has been affected as a result of the unusual circumstances surrounding the COVID-19 outbreak and the restrictive measures taken by governments to contain the crisis as mentioned in this paper, and as a consequence,...
Abstract: The global economy has been affected as a result of the unusual circumstances surrounding the COVID-19 outbreak and the restrictive measures taken by governments to contain the crisis. As a result,...
9 citations
Cites background from "The Impact of Competitiveness on Co..."
...Mowen (2004) argued that competitiveness is positively associated with consumer behaviours, while Yucel and Kramer (2018) emphasized the impact of the competitiveness of the firm on its consumers’ behaviour and reaction to different offers....
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TL;DR: In this paper, the authors investigate the impacts of comparative ads used by retailers to compare the prices of their store brand (SB) products with those of equivalent national brand (NB) products.
Abstract: The research aim is to investigate the impacts of comparative ads used by retailers to compare the prices of their store brand (SB) products with those of equivalent national brand (NB) products. More specifically, this research examines if consumers perceive retailers as legitimate when they use comparative ads to compare the prices of their SB products to those of equivalent NB products, and how effective are these comparative ads in terms of actual purchases. This research also explores for which SB type (economy, standard or premium) and consumers are comparative ads most effective.,This research investigates consumers' reactions to comparative ads used by retailers to compare the prices of their SB products with those of similar NB products through an experiment within a store laboratory. A between-subject design has been used. The participants of the first/second/third group (n1 = 93/n2 = 92/n3 = 91) were exposed to ads comparing the prices of retailer's economy/standard/premium SB food products with their equivalent NB food products, in the same product category. The participants of each group carried out a shopping trip in the store laboratory.,Consumers consider retailers legitimate when they use comparative ads. This favourable evaluation improves their attitude towards these ads. However, the impact of retailers' legitimacy of (1) means, (2) objectives and (3) historical legitimacy on consumers' attitude towards comparative ads depends on the SB type (economy, standard and premium). By contrast, comparative ads are effective in terms of consumers' attitude towards these ads and towards SBs, along with purchase intention and actual purchases of these brands, whatever the SB type. Lastly, this research highlights that comparative ads for SBs are mainly directed at consumers with high levels of price consciousness and resistance to NBs.,This research only tested the impact of direct comparative advertising and an extrinsic attribute (price). The research experiment was conducted on a convenience sample, which limits its external validity.,This research encourages retailers to use comparative advertising for their SBs (economy, standard and premium) for several reasons. First, this study suggests that comparative advertising is an effective tool for retailers to shape or improve consumers' attitude towards SBs, via their attitude towards comparative ads. Second, this research proposes that comparative advertising contrasting the prices of SB products with those of NB products could increase retailers' in-store sales of their SBs. Lastly, this research underlines that comparative advertising is particularly effective for consumers with high levels of price consciousness and resistance to NBs.,This research supplements previous research in the field of SBs and comparative advertising. Previous research on comparative advertising has examined NBs exclusively (Dianoux et al., 2013; Beard, 2018). Comparisons between SBs and NBs are lacking. This research thus validates the use of this specific form of communication for SBs, given the paucity of studies of the effects of the use of mass media communication on SBs (Nenycz-Thiel and Romaniuk, 2014; Gendel-Guterman and Levy, 2017).
8 citations
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Book•
06 May 2013
TL;DR: In this paper, the authors present a discussion of whether, if, how, and when a moderate mediator can be used to moderate another variable's effect in a conditional process analysis.
Abstract: I. FUNDAMENTAL CONCEPTS 1. Introduction 1.1. A Scientist in Training 1.2. Questions of Whether, If, How, and When 1.3. Conditional Process Analysis 1.4. Correlation, Causality, and Statistical Modeling 1.5. Statistical Software 1.6. Overview of this Book 1.7. Chapter Summary 2. Simple Linear Regression 2.1. Correlation and Prediction 2.2. The Simple Linear Regression Equation 2.3. Statistical Inference 2.4. Assumptions for Interpretation and Statistical Inference 2.5. Chapter Summary 3. Multiple Linear Regression 3.1. The Multiple Linear Regression Equation 3.2. Partial Association and Statistical Control 3.3. Statistical Inference in Multiple Regression 3.4. Statistical and Conceptual Diagrams 3.5. Chapter Summary II. MEDIATION ANALYSIS 4. The Simple Mediation Model 4.1. The Simple Mediation Model 4.2. Estimation of the Direct, Indirect, and Total Effects of X 4.3. Example with Dichotomous X: The Influence of Presumed Media Influence 4.4. Statistical Inference 4.5. An Example with Continuous X: Economic Stress among Small Business Owners 4.6. Chapter Summary 5. Multiple Mediator Models 5.1. The Parallel Multiple Mediator Model 5.2. Example Using the Presumed Media Influence Study 5.3. Statistical Inference 5.4. The Serial Multiple Mediator Model 5.5. Complementarity and Competition among Mediators 5.6. OLS Regression versus Structural Equation Modeling 5.7. Chapter Summary III. MODERATION ANALYSIS 6. Miscellaneous Topics in Mediation Analysis 6.1. What About Baron and Kenny? 6.2. Confounding and Causal Order 6.3. Effect Size 6.4. Multiple Xs or Ys: Analyze Separately or Simultaneously? 6.5. Reporting a Mediation Analysis 6.6. Chapter Summary 7. Fundamentals of Moderation Analysis 7.1. Conditional and Unconditional Effects 7.2. An Example: Sex Discrimination in the Workplace 7.3. Visualizing Moderation 7.4. Probing an Interaction 7.5. Chapter Summary 8. Extending Moderation Analysis Principles 8.1. Moderation Involving a Dichotomous Moderator 8.2. Interaction between Two Quantitative Variables 8.3. Hierarchical versus Simultaneous Variable Entry 8.4. The Equivalence between Moderated Regression Analysis and a 2 x 2 Factorial Analysis of Variance 8.5. Chapter Summary 9. Miscellaneous Topics in Moderation Analysis 9.1. Truths and Myths about Mean Centering 9.2. The Estimation and Interpretation of Standardized Regression Coefficients in a Moderation Analysis 9.3. Artificial Categorization and Subgroups Analysis 9.4. More Than One Moderator 9.5. Reporting a Moderation Analysis 9.6. Chapter Summary IV. CONDITIONAL PROCESS ANALYSIS 10. Conditional Process Analysis 10.1. Examples of Conditional Process Models in the Literature 10.2. Conditional Direct and Indirect Effects 10.3. Example: Hiding Your Feelings from Your Work Team 10.4. Statistical Inference 10.5. Conditional Process Analysis in PROCESS 10.6. Chapter Summary 11. Further Examples of Conditional Process Analysis 11.1. Revisiting the Sexual Discrimination Study 11.2. Moderation of the Direct and Indirect Effects in a Conditional Process Model 11.3. Visualizing the Direct and Indirect Effects 11.4. Mediated Moderation 11.5. Chapter Summary 12. Miscellaneous Topics in Conditional Process Analysis 12.1. A Strategy for Approaching Your Analysis 12.2. Can a Variable Simultaneously Mediate and Moderate Another Variable's Effect? 12.3. Comparing Conditional Indirect Effects and a Formal Test of Moderated Mediation 12.4. The Pitfalls of Subgroups Analysis 12.5. Writing about Conditional Process Modeling 12.6. Chapter Summary Appendix A. Using PROCESS Appendix B. Monte Carlo Confidence Intervals in SPSS and SAS
26,144 citations
"The Impact of Competitiveness on Co..." refers methods in this paper
...We next conducted a bootstrap analysis (Hayes 2013, Model 8) to examine if schadenfreude mediated the interactive effect of competitiveness and target brand quality on attitudes toward the brand....
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...We next conducted a bootstrap analysis (Hayes 2013, Model 12) to examine if schadenfreude mediated the interactive effect of reassurance, competitiveness prime, and brand quality on attitudes toward the brand....
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...Regression analysis using Hayes (2013), Model 1, revealed a significant simple effect of target brand quality (b D ¡4.339, t D ¡2.46, p .05), a marginally significant simple effect of competitiveness (b D ¡.551, t D ¡1.76, p D .08), and a significant two-way interaction between target brand…...
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TL;DR: Theories of the self from both psychology and anthropology are integrated to define in detail the difference between a construal of self as independent and a construpal of the Self as interdependent as discussed by the authors, and these divergent construals should have specific consequences for cognition, emotion, and motivation.
Abstract: People in different cultures have strikingly different construals of the self, of others, and of the interdependence of the 2. These construals can influence, and in many cases determine, the very nature of individual experience, including cognition, emotion, and motivation. Many Asian cultures have distinct conceptions of individuality that insist on the fundamental relatedness of individuals to each other. The emphasis is on attending to others, fitting in, and harmonious interdependence with them. American culture neither assumes nor values such an overt connectedness among individuals. In contrast, individuals seek to maintain their independence from others by attending to the self and by discovering and expressing their unique inner attributes. As proposed herein, these construals are even more powerful than previously imagined. Theories of the self from both psychology and anthropology are integrated to define in detail the difference between a construal of the self as independent and a construal of the self as interdependent. Each of these divergent construals should have a set of specific consequences for cognition, emotion, and motivation; these consequences are proposed and relevant empirical literature is reviewed. Focusing on differences in self-construals enables apparently inconsistent empirical findings to be reconciled, and raises questions about what have been thought to be culture-free aspects of cognition, emotion, and motivation.
18,178 citations
"The Impact of Competitiveness on Co..." refers background in this paper
...Importantly, like other psychological constructs such as consumers’ self-regulatory focus (Higgins 2002) or self-construal (Markus and Kitayama 1991), competitiveness is not just a chronic trait but can also be temporarily activated using a priming task or advertising stimuli....
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Book•
01 Jan 1958TL;DR: The psychology of interpersonal relations as mentioned in this paper, The psychology in interpersonal relations, The Psychology of interpersonal relationships, کتابخانه دیجیتال و فن اطلاعات دانشگاه امام صادق(ع)
Abstract: The psychology of interpersonal relations , The psychology of interpersonal relations , کتابخانه دیجیتال و فن آوری اطلاعات دانشگاه امام صادق(ع)
15,254 citations
"The Impact of Competitiveness on Co..." refers background in this paper
...However, at times it is others’ bad luck that makes us happy and induces schadenfreude, or pleasure in their misfortunes (Heider 1958)....
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...…by a type of incidental affect engendered by comparative ads that has received only scant attention in the marketing and advertising literatures: schadenfreude, that is, by how happy or pleased consumers feel at the failures and misfortunes of the competitor portrayed in the ad (Heider 1958)....
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Book•
01 Jan 1995
TL;DR: In this paper, the authors describe how the terms individualism and collectivism are used by an evergrowing legion of users and no one is better equipped to understand how these terms are used.
Abstract: Originally published in Contemporary Psychology: APA Review of Books, 1996, Vol 41(6), 540–542. To truly follow cross-cultural psychology one must know how the terms, individualism and collectivism, are used by an ever-growing legion of users. According to the reviewer, no one is better equipped to
7,050 citations
"The Impact of Competitiveness on Co..." refers background in this paper
...Competitiveness is also related to cultural patterns (Triandis 1995); for example, the literature on individualism and collectivism defines the verticalindividualism pattern as a characteristic of individuals who want to become distinguished and acquire status in competitions with others (Triandis…...
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...…favorable attitudes toward comparative ads (Chang 2007) and to be less willing to take risks (Bonte and Piegeler 2013; Lynn 1993), or consumers from collectivist and interdependent cultures (Houston et al. 2005; Triandis 1995), advertisers would be well advised to include reassurance in the ad....
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TL;DR: A new integrative theory, the affect infusion model (AIM), is proposed as a comprehensive explanation of these effects of affective states in social judgments, and predicts that judgments requiring heuristic or substantive processing are more likely to be infused by affect than are direct access or motivated judgments.
Abstract: Evidence for the role of affective states in social judgments is reviewed, and a new integrative theory, the affect infusion model (AIM), is proposed as a comprehensive explanation of these effects. The AIM, based on a multiprocess approach to social judgments, identifies 4 alternative judgmental strategies: (a) direct access, (b) motivated, (c) heuristic, and (d) substantive processing. The model predicts that the degree of affect infusion into judgments varies along a processing continuum, such that judgments requiring heuristic or substantive processing are more likely to be infused by affect than are direct access or motivated judgments. The role of target, judge, and situational variables in recruiting high- or low-infusion judgmental strategies is considered, and empirical support for the model is reviewed. The relationship between the AIM and other affect-cognition theories is discussed, and implications for future research are outlined.
3,162 citations