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Issue 5(1), October 2010 -- Paper Abstracts
Girard  (p. 9-22)
Cooper (p. 23-32)
Kunz-Osborne (p. 33-41)
Coulmas-Law (p.42-46)
Stasio (p. 47-56)
Albert-Valette-Florence (p.57-63)
Zhang-Rauch (p. 64-70)
Alam-Yasin (p. 71-78)
Mattare-Monahan-Shah (p. 79-94)
Nonis-Hudson-Hunt (p. 95-106) 


The Effects of Advertising Valence on Comparative Advertising: The Roles of Counterarguments

Author(s): Tommy Hsu

Citation: Tommy Hsu, (2018) "The Effects of Advertising Valence on Comparative Advertising: The Roles of Counterarguments ," Journal of Marketing Development and Competitiveness, Vol. 12, Iss. 1,  pp. 96-104

Article Type: Research paper

Publisher: North American Business Press


Comparative advertising has been widely used in the United States. It is generally believed that
comparative advertising is more effective than non-comparative advertising in terms of memory, claim
acceptance, and Consumer Perceptions. With the growing popularity of comparative advertising in
recent years, it becomes crucial to examine different kinds of comparative advertisements more closely. Using two experimental studies, this paper aims at understanding the effects of direct versus indirect comparative advertising and investigating the moderating effects of advertising valence and the mediating effects of counter-arguments. Based on our findings, managerial implications and future
research directions are discussed.