Valenced Comparisons

Abstract

In this article, the authors show empirically that comparative advertisements can vary in terms of their valence, that is, whether respondents perceive them as positive (less derogatory) or negative (more derogatory) in their references to competition. In addition, the authors report findings from three studies that demonstrate that advertisements perceived as carrying more negative/derogatory references to competition result in more counterarguments, fewer support arguments, lower believability more associated perceived bias, and lower brand attitude scores than do advertisements perceived as more positive/nonderogatory in their competitive references. Tests of mediation suggest that the effectiveness of valenced comparisons is mediated by advertiser attributions that are more negative for negative comparisons. The authors discuss implications for designing more effective comparative advertisements.