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Comparative Advertising in the Global Marketplace: The Effects of Cultural Orientation on Communication

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  • Zeynep Gurhan-Canli
  • Durairaj Maheswaran

Abstract

This research examined the efficacy of one type of communication strategy, comparative advertising, in communicating product superiority to consumers across different cultures. In individualist cultures such as the United States, comparative advertising that highlights the superiority of the target brand is seen as more effective. However, in collectivist cultures such as Thailand, comparative advertising that highlights the similarity between brands is more likely to be effective. In addition, comparative advertising was more believable for unfamiliar brands in individualist cultures whereas comparison for familiar brands was more believable in collectivist cultures.

Suggested Citation

  • Zeynep Gurhan-Canli & Durairaj Maheswaran, 2000. "Comparative Advertising in the Global Marketplace: The Effects of Cultural Orientation on Communication," William Davidson Institute Working Papers Series 328, William Davidson Institute at the University of Michigan.
    • Handle: RePEc:wdi:papers:2000-328
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    References listed on IDEAS

    as
    1. Aaker, Jennifer L, 2000. "Accessibility or Diagnosticity? Disentangling the Influence of Culture on Persuasion Processes and Attitudes," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 26(4), pages 340-357, March.
    2. Aaker, Jennifer L., 2000. "Accessibility or Diagnosticity? Disentangling the Influence of Culture on Persuasion Processes and Attitudes," Research Papers 1579, Stanford University, Graduate School of Business.
    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.
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