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Erschienen in:
2016 | OriginalPaper | Buchkapitel
The Effectiveness of Comparative Advertising: Examining Consumers’ Perspectives in Different Cultures
verfasst von : Alexander Muk, Christina Chung, En-Chi Chang
Erschienen in: Let’s Get Engaged! Crossing the Threshold of Marketing’s Engagement Era
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Abstract
Comparative advertising can effectively encourage consumers to engage in relative judgments that generate either an association or differentiation effect (Chang 2007). US rationalize that explicit comparative ads provide consumers more information and lead to more effective decision-making in the consumption process (Barry 1993). However, Europe and Asia witness less comparative ads for regulation and cultural reasons (Choi and Miracle 2004). This study examines the factors affect purchase intention and compares the differences between US and Taiwanese consumers in comparative advertising conditions.