An Investigation of Consumers' Responses to Comparative “Attack” Ads

Abstract

The current study contributes to the ever-expanding literature pertaining to comparative advertising by focusing specifically on comparative “attack” ads. Using the persuasion resistance process as a theoretical foundation, our findings indicate that users committed to the comparative referent are much more likely to resist persuasive attempts than are less-committed users, and hold brand attitudes with greater confidence. However, commitment of the consumers to the comparative referent has little impact on their reactions to positively- versus negatively-framed comparative ads. This pattern of effects was observed in both immediate and delayed (two-week) ad exposure conditions.

KEYWORDS:

• comparative ads
• commitment
• negative frame
• persuasion resistance

Notes

Overall, there was statistically significant difference in dependent variables (after controlling for ad believability) based on the participant's commitment to the brand, iPod (F(15, 731.95) = 4.10, p <.00, Wilk's Λ = 0.80, partial η² =.07). Further, commitment had a significant effect on initial brand attitude (F(4, 269) = 10.73, p >.00, partial η² =.13), initial attitude confidence (F(4,269) = 3.77, p >.00, partial η² =.05), delayed brand attitude (F(4,269) = 8.37, p <.00, partial η² =.11), delayed attitude confidence (F(4,269) = 6.58, p <.00, partial η² =.09), and counterarguments (F(4,269) = 2.52, p <.05, partial η² =.04).