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Facilitating & inhibiting effects of comparative & non-comparative advertising on recall of competing brands

Nick, Alexander; Johnson, Frederic
Master thesis
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http://hdl.handle.net/11250/168563
Issue date
2010
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  • Master Thesis [2465]
Abstract
This research examines the role played by comparative and non comparative advertising

formats on recall inhibition of competing brands in a product category. Category

characteristics of open (awareness of multiple brands) and closed categories (dominated by an

unchallenged leading brand and relatively low salience of competing brands) are taken into

account. An experiment in which a total of 156 Norwegian business students participated was

conducted. The results show that contrary to previous belief, comparative advertising, relative

to non-comparative advertising, is not as potent in inducing recall inhibition of competing

brands in a product category. Moreover, the results indicate that if a category possesses a

brand which has reached maximum salience, regardless of which brand a subject is cued with,

no significant recall inhibition takes place.

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