Comparative Versus Noncomparative Advertising: The Moderating Impact of Prepurchase Attribute Verifiability

Shailendra Pratap Jain · Bruce S. Buchanan · Durairaj Maheswaran

43 citations0/0 files storedJournal of Consumer Psychology

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Marketing and Advertising Strategies Consumer Behavior and Marketing Influence Consumer Market Behavior and Pricing

Abstract

We employed an attributional framework to test the differences between comparative and noncomparative ads when different attribute types were featured. Our experimental findings suggest that noncomparative ads might be more believable than comparative ads for experience attribute claims; however, for search attribute claims, the 2 might elicit similar levels of believability. We also find some support for the attributional underpinnings of lower believability associated with comparative‐experience claims.

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1975Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research 1958The psychology of interpersonal relations.2025Advances in Consumer Research 1958The Psychology of Interpersonal Relations.1965Inequity In Social Exchange 1970Information and Consumer Behavior 1961The Economics of Information 1973The processes of causal attribution.

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