Effects of Comparative Advertising in High-and Low-Cognitive Elaboration Conditions
实验发现消费者态度与比较广告强度呈旋转S形曲线关系，无比较或中等强度比较时态度最正面，高认知加工下该模式更明显，但一周后消失且态度下降更多。
An experiment using print ads as experimental stimuli found that the relationship between consumer attitudes and comparative advertisement intensity (CAI) follows a rotated S-shaped pattern; in other words, it is a third-order curve with a local maximum at the minimum value of CAI, and also a local maximum at the approximately third quartile value of CAI. Consumer attitudes were most positive either when there was no brand comparison (the minimum condition) or when the comparison was moderately intense (the third quartile condition). The rotated S-shaped pattern was more pronounced in the high-cognitive elaboration (CE) condition than in the low-CE condition. One week after exposure to the ads, the rotated S-shaped pattern disappeared in both the high- and low-CE conditions, but the attitudes declined more in the high-CE condition than in the low-CE condition. Managerial implications are discussed.