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AbstractThe effect of comparative advertising : Moderating roles of typicality of the attributeMi Young Lee, Ph. D. / Research fellow, Center for
Communication Strategies This study investigates the impact of comparative ads on perception formation and inference toward advertised new product. Also, this study examines moderating roles of typicality of the featured attribute in the effectiveness of comparative versus non-comparative ads. To do this, this paper begins with categorization theory. This study found that comparative ads showed positive impact in terms of the brand similarity perception, the perceived quality, the richness of inference, etc. than non-comparative ads. However, the significant results were found only when new product had been advertised as typical attribute. This results says that the impact of comparative ads depends on the typicality of the attribute. This study has valuable implication in that the typicality of the attribute should be considered in the decision of the advertisement type for new product. Key Word : comparative advertising, typicality, categorization, brand similarity perception, knowledge transfer, inference |
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