K.U.Leuven - Departement toegepaste economische wetenschappen
DTEW Research Report 9839 pages:1-25
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 basis for its influence. A series of experiments reveals a robust effect mediated by perceived message credibility.