1990/09/01 by Cornelia Pechmann, David W. Stewart · 2 citations
Business, Management and Accounting · Social Sciences · Psychology · #Consumer Behavior in Brand Consumption and Identification #Digital Marketing and Social Media #Behavioral Health and Interventions
paper · doi:10.1086/208548
openalex publication_date 1990/09/01 · openalex created_date 2025/10/10 · openalex updated_date 2026/07/21
There is discrepancy between practitioners' views of comparative advertising and null findings by academics. However, in most studies, subjects' attention to and memory of the comparative claims were inflated, which may have precluded effects on these variables and on purchase intentions. This study manipulated market share and type of comparative claim, used nonforced exposure, measured attention via a computerized magazine, and assessed memory and purchase intentions after a 24-hour delay. Some findings are that direct comparative claims attract attention and thereby enhance purchase intentions for low-share brands but detract from purchase intentions for established brands by increasing awareness of competitors and sponsor misidentifications.