Previous research on the persuasive impact of comparative advertising has produced inconsistent results. Consequently, researchers have suggested lack of credibility and the need for higherinvolvement as two problems which might impede the persuasive impact of comparative advertising. However, virtually no empirical evidence comparing the effects of comparative advertising to non-comparative advertising when different levels of involvement are activatedexists. In addition, little research has examined whether source credibility enhances the persuasive impact of comparative advertising. Attribution theory provided the framework for theexperiment reported in this paper. Experimental results suggest that when higher involvementis activated and a source of higher credibility is included in the advertisements, comparativeadvertising for a new brand has a more positive effect on purchase intentions than noncomparative advertising.
ASJC Scopus subject areas
- Business and International Management