The Effects of Information Processing Mode on Consumers’ Responses to Comparative Advertising
Bibliographic Data
| ID | 7842434 |
|---|---|
| Authors | Debora Viana Thompson, Rebecca W Hamilton (0000-0003-1515-4590, University of Maryland, College Park) |
| Year | 2006 |
| Volume | 32 |
| Issue | 4 |
| Pages | 530-540 |
| Publication date | 2006-03-01 |
| Peer Reviewed | Yes |
| Open Access | No |
| Type | ARTICLE |
| Venue | Journal of Consumer Research (JOURNAL) |
| Journal identifiers | ISSN: 0093-5301 • E-ISSN: 1537-5277 |
| Publisher | Oxford University Press (OUP) (PUBLISHER) |
| DOI | 10.1086/500483 |
| OpenAlex | W2121685903 |
| Language | EN |
| Citations received | 21 |
| References cited | 19 |
We demonstrate that matching ad format to a consumer's mode of information processing enhances advertising effectiveness. Relative to noncomparative ads, comparative ads are more effective when consumers use analytical processing. Conversely, noncomparative ads are more effective than comparative ads when consumers use imagery processing. When ad format is compatible with processing mode, information processability is enhanced, making the message more persuasive and ad evaluations, brand evaluations, and purchase intentions more favorable than when ad format and processing mode are incompatible
Advertising · Business · Cognitive psychology · Comparative advertising · Consumer information · Human–computer interaction · Information processing · Information processing theory · Matching (statistics) · Mode (computer interface) · Behavioral Health and Interventions · Computer Science · Consumer Behavior in Brand Consumption and Identification · Digital Marketing and Social Media · Medicine · Psychology
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| Unique citing works | 21 |
|---|---|
| Citations per year | 1,24 |
| Citation span | 2009 - 2026 (18) |
| Citation velocity | current |
| Highly cited | No |
| Citation types | Neutral: 21 |