Asia Pacific Journal of Management

, Volume 11, Issue 1, pp 33–46 | Cite as

Comparative advertising: Superiority despite interference?

  • Swee-Hoon Ang
  • Siew-Meng Leong


The effect of comparative versus noncomparative advertising on consumer cognitions, attitudes, and behavioural intentions toward an advertised brand with or without interference from other ads was investigated. The experimental results indicated that the superiority of comparative over noncomparative advertising on attitudinal and behavioural intention responses observed immediately after exposure diminished following interference from subsequent exposure to other ads. However, its superiority on two cognitive dimensions — perceived brand similarity and quality — was maintained despite such interference. Implications of the findings and directions for future research are discussed.


Behavioural Intention Cognitive Dimension Subsequent Exposure Consumer Cognition Comparative Advertising 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


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Copyright information

© Faculty of Business Administration National University of Singapore 1994

Authors and Affiliations

  1. 1.The Department of Marketing, Faculty of Business AdministrationNational University ofSingapore

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