Comparisons and advertising: The route from comparisons to effective advertising

Chien Huang Lin, Chia Ching Tsai

Research output: Contribution to journalArticlepeer-review

11 Scopus citations


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 languageEnglish
Pages (from-to)23-44
Number of pages22
JournalJournal of Business and Psychology
Issue number1
StatePublished - Sep 2006


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


Dive into the research topics of 'Comparisons and advertising: The route from comparisons to effective advertising'. Together they form a unique fingerprint.

Cite this