Shimp and Sharma’s (1987) CETSCALE was used to segment a local retail luxury sedan market into pro-import and Buy American groups. Eight versions of a finished-form newspaper advertisement were tested to determine whether the two opposing CETSCALE segments preferred certain verbal strategies rather than others. An existing automobile dealership selling both the Cadillac and Lexus brands featured was used as the test sponsor. On five out of ten Attitude-Toward-the-Advertisement (A
) items measured, the pro-import segment favored the hardhitting direct comparison format (i.e., 7–8 below) significantly
than the Buy American segment, finding it less believable (p=.026), less likable (p=.034), less convincing (p=.001), not as professional (p=.006), and more boring (p=.002). No significant differences materialized for the other six verbal strategies examined.