Comparisons and advertising: the route from comparisons to effective advertising |
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| Authors: | Chien-Huang Lin Chia-Ching Tsai |
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| Affiliation: | (1) Department of Business Administration, National Central University and I-Shou University, 320 Chung Li, Taiwan, ROC;(2) Department of Business Administration, I-Shou University, 1, Section 1, Hsueh-Cheng Rd., 840 Ta-Hsu Hsiang, Kaohsiung Country, Taiwan, ROC |
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| Abstract: | In this study, we investigate what conditions cause subjects to make comparisons and the comparison patterns that influence effective advertising. People make social or temporal-past or temporal-future comparisons, or may not make any comparisons when facing a choice of purchase situation. Unlike past research, we investigate four comparison patterns, and propose a general comparison model that leads to greater advertising effectiveness. |
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| Keywords: | social comparison temporal-self comparisons comparative patterns comparative model the effectiveness of advertising |
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