書誌事項
- タイトル別名
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- A study of effects of comparative advertising : A technique of persuasive communication
- ヒカク コウコク コウカ ニ ツイテ ノ ケントウ セットクテキ コミュニケー
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抄録
Comparative advertising, which has recently been permitted in Japan, emphasizes the difference of the specific attributes between one brand and its rival. Further, this advertising often highlights the negative aspects of the rival brand. The purpose of this study was to investigate the effects of comparative advertising on people's responses toward the advertisements and the brand maker. Also, this study examined whether the Japanese sympathy for the weak influenced the response or not. Four kinds of printed advertisements were prepared. Then, 217 university students were randomly assigned to one of the four versions, and were subsequently asked to complete questionnaires. The results were as follows: (1) Comparative advertising attracted more attention, but aroused more antipathy than non-comparative advertising. (2) Comparative advertising also had a negative effect on impression of the brand maker. (3) The sympathy for the weaker brand did not appear in the responses related to comparative advertising.
収録刊行物
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- 社会心理学研究
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社会心理学研究 6 (2), 71-79, 1991
日本社会心理学会
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詳細情報 詳細情報について
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- CRID
- 1390282679468103808
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- NII論文ID
- 110002785514
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- NII書誌ID
- AN10049127
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- ISSN
- 21891338
- 09161503
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- NDL書誌ID
- 3390453
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- 本文言語コード
- ja
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- データソース種別
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- JaLC
- NDL
- CiNii Articles
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- 抄録ライセンスフラグ
- 使用不可