Comparisons and advertising: The route from comparisons to effective advertising

Chien Huang Lin; Chia Ching Tsai

doi:10.1007/s10869-005-9016-z

Comparisons and advertising: The route from comparisons to effective advertising

Chien Huang Lin, Chia Ching Tsai

Department of Business Administration

Research output: Contribution to journal › Article › peer-review

12 Scopus citations

Abstract

In this study, we investigate what conditions cause subjects to make comparisons and the comparison patterns that influence effective advertising. People make social or temporal-past or temporal-future comparisons, or may not make any comparisons when facing a choice of purchase situation. Unlike past research, we investigate four comparison patterns, and propose a general comparison model that leads to greater advertising effectiveness.

Original language	English
Pages (from-to)	23-44
Number of pages	22
Journal	Journal of Business and Psychology
Volume	21
Issue number	1
DOIs	https://doi.org/10.1007/s10869-005-9016-z
State	Published - Sep 2006

Keywords

Comparative model
Comparative patterns
Social comparison
Temporal-self comparisons
The effectiveness of advertising

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10.1007/s10869-005-9016-z

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Comparisons and advertising: The route from comparisons to effective advertising

Abstract

Keywords

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