| Summary: | 碩士 === 長庚大學 === 工商管理學系 === 101 === The literature of comparative advertising has seldom investigated the role of consumer individual differences in advertising information processing, indicating an important research gap. Thus this study investigated comparative advertising intensity and its influences on consumer justice perceptions and advertising effectiveness. The sample of this study comprised 397 undergraduates. This study observed positive relations among comparative advertising intensity, injustice perceptions, and intention to restore justice, which is negatively related to attitudes toward advertisements. Moreover, comparative advertising intensity is negatively related to believability of advertising arguments. Furthermore, attitudes toward ads, attitudes toward brands, and purchase intention are positively related. The findings of this study help firms understand the influence of comparative ad intensity on consumer perception of justice. Consequently, firms can use consumer-preferred messages when designing their comparative ads, improving ad effectiveness.
|
|---|
