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The Piecemeal Approach to Comparative Advertising

A. V. Muthukrishnan, Luk Warlop and Joseph W. Alba
Marketing Letters
Vol. 12, No. 1 (Feb., 2001), pp. 63-73
Published by: Springer
Stable URL: http://www.jstor.org/stable/40216586
Page Count: 11
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The Piecemeal Approach to Comparative Advertising
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Abstract

When attempting to portray the attractiveness of a brand vis-à-vis its competitors, an ad may make global claims about superiority or specific claims about one or more attributes. A special case of latter is the piecemeal ad in which the advertised brand is compared to a competitor on one attribute, a different competitor on a second attribute, another competitor on a third attribute, and so on. The present research demonstrates the effectiveness of this technique and explores the parameters of its influence. We find that piecemeal messages are persuasive because they make seemingly strong claims in a believable manner. Consumer skepticism appears to arise only when conditions for scrutiny are very favorable.

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