Abstract
Two experiments are conducted to examine when and why comparative advertisements lead to elaboration. Comparative advertisements in which the sponsor brand and the comparison brand are perceived to be dissimilar lead to greater elaboration, as evidenced by differences in argument quality, than comparative advertisements in which the sponsor and comparison brands are perceived to be similar. This pattern is particularly strong for those individuals not chronically predisposed to elaborate (low need for cognition), whereas those individuals chronically predisposed to elaborate (high need for cognition) elaborate the ads regardless of comparison composition. Results are consistent with our proposed brand congruity explanation.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
