Consumers' Responses to Positive and Negative Comparative Advertisements: The Moderating Effect of Current Brand Usage

Abstract

Recognizing the increased popularity of “attack” advertising in the media today, this study empirically examines consumers' responses to negatively and positively framed comparative advertisements, while controlling for brand usage (i.e., users versus nonusers of the compared-to brand). Using researcher-developed ads as experimental stimuli, measures were taken of consumers' attitudes toward the advertisement and brand-attribute beliefs (comparative beliefs). Results indicate that individuals' responses to negative/positive comparative ads are differentially influenced by whether or not the consumer uses or does not use the compared-to brand. Brand users responded more favorably to the positively framed ad and, importantly, were more inclined to believe message claims about the ad sponsor when presented in a positive frame. Nonusers, on the other hand, responded no more (or less) favorably to a positively framed ad than to a negatively framed one. However, consistent with the “negativity bias” hypothesis, they were more inclined to believe message claims when presented in a negative frame. Theoretical and practical implications for the findings are discussed, and future research directions are proposed.

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