Comparative Versus Noncomparative Advertising: The Moderating Impact of Prepurchase Attribute Verifiability

Abstract

We employed an attributional framework to test the differences between comparative and noncomparative ads when different attribute types were featured. Our experimental findings suggest that noncomparative ads might be more believable than comparative ads for experience attribute claims; however, for search attribute claims, the 2 might elicit similar levels of believability. We also find some support for the attributional underpinnings of lower believability associated with comparative-experience claims.