The Effects of Information Processing Mode on Consumers' Responses to Comparative Advertising

Debora Viana Thompson, Rebecca W. Hamilton

Journal of Consumer Research · 2006 · Volume 32 · Issue 4

Abstract

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.

Keywords

Advertising, Imagery, Cognitive Processes, Persuasion, Experimental Design and Analysis (ANOVA)

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