Relative Effectiveness of Direct and Indirect Comparative Advertising: The Role of Message Framing and Gender on Believability and Attitude Certainty: An Abstract

Dariya Orazbek,Linda L Golden,Dan Petrovici

doi:10.1007/978-3-030-39165-2_269

Relative Effectiveness of Direct and Indirect Comparative Advertising: The Role of Message Framing and Gender on Believability and Attitude Certainty: An Abstract

Dariya Orazbek, Linda L Golden + Show 1 more

https://doi.org/10.1007/978-3-030-39165-2_269

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Publication Date: Jan 1, 2020

Affiliation: University of Kent, The University of Texas at Austin

#Comparative Advertising #Gender Differences In Responses + Show 8 more

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Abstract

Comparative advertising (CA) has been used in the United States for decades, with the time the United Kingdom being less. Excepting Chang (2007), little is known about gender differences in responses to comparative ads and little attention has been devoted to regulatory focus and CA (see Higgins 1997; Kao 2012). This study contributes by examining the role of ad format (direct vs. indirect CA—DCA and ICA, respectively), gender, and message framing for UK consumer response in the context of Regulatory Focus Theory predictions.

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