Application of Primacy-Recency in Comparative Advertising

Abstract

Abstract The present study measures the primacy-recency effects of two message formats in the evaluation of the services, sponsor credibility, recall and likelihood of usage of two services. It also assesses the effectiveness of comparative versus noncomparative advertisements in terms of recall, sponsor credibility, evaluation of the services, and likelihood of usage of these services. The findings indicate that for both types of comparative advertisements the primacy-recency effects significantly affect the evaluation of the services, sponsor credibility, and likelihood of usage. The analysis for comparative versus noncomparative advertisements indicates that noncomparative message formats are more effective in terms of evaluation of the services and likelihood of usage. Limitations of the study and future research directions are discussed.

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