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Comparisons and advertising: the route from comparisons to effective advertising

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Abstract

In this study, we investigate what conditions cause subjects to make comparisons and the comparison patterns that influence effective advertising. People make social or temporal-past or temporal-future comparisons, or may not make any comparisons when facing a choice of purchase situation. Unlike past research, we investigate four comparison patterns, and propose a general comparison model that leads to greater advertising effectiveness.

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Authors and Affiliations

  1. Department of Business Administration, National Central University and I-Shou University, 320, Chung Li, Taiwan, ROC

    Chien-Huang Lin

  2. Department of Business Administration, I-Shou University, 1, Section 1, Hsueh-Cheng Rd., 840, Ta-Hsu Hsiang, Kaohsiung Country, Taiwan, ROC

    Chia-Ching Tsai

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  1. Chien-Huang Lin
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  2. Chia-Ching Tsai
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Correspondence to Chia-Ching Tsai.

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Lin, CH., Tsai, CC. Comparisons and advertising: the route from comparisons to effective advertising. J Bus Psychol 21, 23–44 (2006). https://doi.org/10.1007/s10869-005-9016-z

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  • DOI: https://doi.org/10.1007/s10869-005-9016-z

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