Partial Comparative Messages in Competition
研究了非比较、部分比较和完全比较三种信息对消费者偏好的影响，发现效果取决于竞争品牌使用的比较类型。
Partial comparative messages comprise a mixture of comparative and non‐comparative claims. This study demonstrates how the extent to which non‐comparative (NC), partial comparative (PC) and complete comparative (CC) messages influence consumer preference depends on the comparisons (i.e. NC, PC or CC) made by the messages promoting the two competing brands. A 3 (brand A used NC, PC or CC message) × 3 (brand B used NC, PC or CC message) design was used. Two studies (n=284, 283, respectively) show that participants preferred (1) the first brand they saw when both brands were promoted by NC messages, (2) neither brand when both brands were promoted by messages containing comparative claims, (3) the brand promoted by a PC message when the other brand was promoted by an NC message, and (4) the brand promoted by an NC message when the other brand was promoted by a CC message.