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Does explicit comparative advertising affect Indian consumers’ attitudes towards low and high-involvement product?

Varsha Jain (Division of Integrated Marketing Communication, Mudra Institute of Communications Research, Shela, Ahmedabad, India)
Rohit H Trivedi (Mudra Institute of Communications Ahmedabad (MICA), Ahmedabad, India)
Vikrant Joshi (Adfactors PR (P) Ltd, Mumbai, India)
Aarzoo Daswani (Mudra Institute of Communications Research, Shela, Ahmedabad, India)

International Journal of Emerging Markets

ISSN: 1746-8809

Article publication date: 19 January 2015

Abstract

Purpose

With increasing use of explicit comparative advertisement to get share of consumers’ mind and influence their purchase decision in western context, the same is now used extensively in emerging markets like India. However, there has not been sufficient research to understand the effectiveness of explicit comparative advertisement in low and high-involvement product categories. Therefore, the purpose of this paper is to attempt to understand the effectiveness of explicit comparative advertising on consumers’ attitude and purchase intention (PI) towards high and low-involvement products.

Design/methodology/approach

The study carried out experimental treatments with 2 × 2 factorial design among 200 Indian young consumers who were in the age group 18-25. The independent variables were product categories and type of advertising (comparative and non-comparative) and dependent variables were consumer attitude and PIs.

Findings

It was found that the comparative form of advertisement developed favourable response towards the advertisement, rather than towards the brand or PI.

Research limitations/implications

The study found that comparative advertising is effective for high as well as low-involvement product category in changing the consumer’s attitude towards the advertisement. The research has used print media for conducting the experiment.

Practical implications

It can be inferred that comparisons should be supplemented with additional information in the form of the unique features and associated emotions and feeling of the product in order to develop favourable attitude towards the brand and PI.

Originality/value

Comparative advertising is a growing domain and there has been very little contribution by the researchers specially on high and low-involvement product categories.

Keywords

Citation

Jain, V., Trivedi, R.H., Joshi, V. and Daswani, A. (2015), "Does explicit comparative advertising affect Indian consumers’ attitudes towards low and high-involvement product?", International Journal of Emerging Markets, Vol. 10 No. 1, pp. 122-140. https://doi.org/10.1108/IJOEM-09-2011-0089

Publisher

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Emerald Group Publishing Limited

Copyright © 2015, Emerald Group Publishing Limited