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政大典藏 > College of Communication > Department of Advertising > Periodical Articles > Item 140.119/76544

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/76544

Title:	The relative effectiveness of comparative and noncomparative advertising: Evidence for gender differences in information-processing strategies
Authors:	Chang, Chingching 張卿卿
Contributors:	廣告系
Date:	2007-03
Issue Date:	2015-07-13 17:03:01 (UTC+8)
Abstract:	Drawing on gender differences in processing strategies and elaboration thresholds, this study showed that comparative advertising encouraged greater levels of brand-evaluation involvement among men but not among women. Instead, for women, attention-gaining comparative appeals encouraged inferences regarding the ad`s manipulative intent. Furthermore, these gender differences in processing led to evaluative consequences. For men, the greater brand-evaluation involvement brought about by comparative appeals led to more favorable ad and brand evaluations and greater purchase intentions. For women, the heightened perceptions of manipulative intent brought about by comparative appeals resulted in negative ad and brand evaluations and reduced purchase intentions. Finally, the attribute alignability of competing products moderated the gender-dependent effectiveness of comparative and noncomparative appeals. © 2007 American Academy of Advertising. All rights reserved.
Relation:	Journal of Advertising, 36(1), 21-35
Data Type:	article
DOI link:	http://dx.doi.org/10.2753/JOA0091-3367360102
DOI:	10.2753/JOA0091-3367360102
Appears in Collections:	[Department of Advertising] Periodical Articles

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