Facilitating & inhibiting effects of comparative & non-comparative advertising on recall of competing brands
Master thesis
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http://hdl.handle.net/11250/168563Utgivelsesdato
2010Metadata
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- Master Thesis [4487]
Sammendrag
This research examines the role played by comparative and non comparative advertising
formats on recall inhibition of competing brands in a product category. Category
characteristics of open (awareness of multiple brands) and closed categories (dominated by an
unchallenged leading brand and relatively low salience of competing brands) are taken into
account. An experiment in which a total of 156 Norwegian business students participated was
conducted. The results show that contrary to previous belief, comparative advertising, relative
to non-comparative advertising, is not as potent in inducing recall inhibition of competing
brands in a product category. Moreover, the results indicate that if a category possesses a
brand which has reached maximum salience, regardless of which brand a subject is cued with,
no significant recall inhibition takes place.