Title: The piecemeal approach to comparative advertising
Authors: Muthukrishnan, AV ×
Warlop, Luk
Alba, JW #
Issue Date: 2001
Series Title: Marketing Letters vol:12 issue:1 (Feb.) pages:63-73
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.
ISSN: 0923-0645
Publication status: published
KU Leuven publication type: IT
Appears in Collections:Research Centre for Marketing and Consumer Science, Leuven
× corresponding author
# (joint) last author

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