| Summary: | 碩士 === 東吳大學 === 國際經營與貿易學系 === 102 === We examined the outcome of the two OOS circumstances (soldout & backorder)
exposure to two types of comparative advertising frames–a maximal(“voice recorder
B is superior to voice recorder A”), a minimal claim (“voice recorder B is equivalent or similar to voice recorder A”) and positive (“voice recorder B is as good as voice recorder A”) , negative frames (“voice recorder B is not inferior to voice recorder A”).
Experiment 1 examined when OOS circumstance in soldout could increase consumer
to purchase substitutable option. While experiment 2 compared OOS circumstances
with two types of comparative advertising frames. For soldout circumstances, a
maximal/minimal claim or positive/negative frame can lead to be equally persuasive.
However, for backorder circumstances, maximal claims or negative frames make
them greater persuasion.
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