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When comparative ads are more effective: Fit with audience’s regulatory mode

Author

Listed:
  • Pierro, Antonio
  • Giacomantonio, Mauro
  • Pica, Gennaro
  • Mannetti, Lucia
  • Kruglanski, Arie W.
  • Tory Higgins, E.

Abstract

According to regulatory fit theory (Higgins, 2000, 2005), people experience regulatory fit when the manner in which they pursue a goal sustains (vs. disrupts) their regulatory orientation, and this fit strengthens their engagement in what they are doing. We tested whether the relative effectiveness of comparative and noncomparative ads varied as a function of their fit with the audience’s regulatory mode concerns, either assessment concerns with making critical evaluations or locomotion concerns with maintaining movement, with these concerns being situationally induced (Studies 1a and 1b) or chronic predispositions (Study 2). As predicted, three studies found that for participants with assessment concerns comparative ads were more effective than noncomparative ads, whereas for participants with locomotion concerns noncomparative ads were more effective than comparative ads. Supporting the mechanism predicted by regulatory fit theory, the studies also found that these fit effects on purchase intentions were mediated by strength of engagement with the message.

Suggested Citation

  • Pierro, Antonio & Giacomantonio, Mauro & Pica, Gennaro & Mannetti, Lucia & Kruglanski, Arie W. & Tory Higgins, E., 2013. "When comparative ads are more effective: Fit with audience’s regulatory mode," Journal of Economic Psychology, Elsevier, vol. 38(C), pages 90-103.
    • Handle: RePEc:eee:joepsy:v:38:y:2013:i:c:p:90-103
    DOI: 10.1016/j.joep.2012.10.006
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    References listed on IDEAS

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    1. Shailendra Pratap Jain & Charles Lindsey & Nidhi Agrawal & Durairaj Maheswaran, 2007. "For Better or For Worse? Valenced Comparative Frames and Regulatory Focus," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 34(1), pages 57-65, April.
    2. Shailendra Pratap Jain & Nidhi Agrawal & Durairaj Maheswaran, 2006. "When More May Be Less: The Effects of Regulatory Focus on Responses to Different Comparative Frames," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 33(1), pages 91-98, June.
    3. Pechmann, Cornelia & Stewart, David W, 1990. "The Effects of Comparative Advertising on Attention, Memory, and Purchase Intentions," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 17(2), pages 180-191, September.
    4. Pechmann, Cornelia & Ratneshwar, S, 1991. "The Use of Comparative Advertising for Brand Positioning: Association versus Differentiation," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 18(2), pages 145-160, September.
    5. Angela Y. Lee & Punam Anand Keller & Brian Sternthal, 2010. "Value from Regulatory Construal Fit: The Persuasive Impact of Fit between Consumer Goals and Message Concreteness," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 36(5), pages 735-747, February.
    6. Aaker, Jennifer L. & Lee, Angela Y., 2006. "Understanding Regulatory Fit," Research Papers 1910, Stanford University, Graduate School of Business.
    7. Aaker, Jennifer L & Lee, Angela Y, 2001. ""I" Seek Pleasures and "We" Avoid Pains: The Role of Self-Regulatory Goals in Information Processing and Persuasion," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 28(1), pages 33-49, June.
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    1. Mathmann, Frank & Chylinski, Mathew & de Ruyter, Ko & Higgins, E. Tory, 2017. "When Plentiful Platforms Pay Off: Assessment Orientation Moderates the Effect of Assortment Size on Choice Engagement and Product Valuation," Journal of Retailing, Elsevier, vol. 93(2), pages 212-227.

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    More about this item

    Keywords

    Comparative advertising; Regulatory fit; Regulatory modes;
    All these keywords.

    JEL classification:

    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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