To Compare or Not to Compare? The Impact of Comparative Appeal on Viewers’ Processing and Response towards Hotel Advertisements

Yiu Chung Leung; Xuan Wang

To Compare or Not to Compare? The Impact of Comparative Appeal on Viewers’ Processing and Response towards Hotel Advertisements

Research output: Chapter in book / Conference proceeding › Conference article published in proceeding or book › Academic research › peer-review

Abstract

The primary goal of this research is to enrich the theoretical understanding about the impact of including (vs excluding) comparative appeal in hotel advertisements on viewers’ processing and response towards them. Drawing on the results from two scenario-based experimental studies conducted with 298 prospective hotel customers, comparative hotel ads are found to be more persuasive than non-comparative counterparts by viewers. Viewers’ attitude toward comparative hotel ads is more positive than that of non-comparative hotel ads. Viewers’ intention to click comparative hotel ads is also found to be higher than that of non-comparative hotel ads.

Original language	English
Title of host publication	APacCHRIE 2023 Conference Proceedings
Pages	737-745
Publication status	Published - 26 May 2023
Event	2023 APacCHRIE Conference - Clark, Philippines Duration: 25 May 2023 → 27 May 2023

Competition

Competition	2023 APacCHRIE Conference
Country/Territory	Philippines
City	Clark
Period	25/05/23 → 27/05/23

Keywords

Comparative advertisements
Comparative appeal
Ad persuasiveness
Click-through intention

More information

https://heyzine.com/flip-book/77480e1eda.html?fbclid=IwAR1jl03gjTFL6iRgyur_1uDOPDg-T2LPqgEZ8T3CW06ux6F6_AAX-dJxzv0#page/750

Cite this

@inproceedings{600fa2c9284e48c4a0f5d36a821c680d,

title = "To Compare or Not to Compare? The Impact of Comparative Appeal on Viewers{\textquoteright} Processing and Response towards Hotel Advertisements",

abstract = "The primary goal of this research is to enrich the theoretical understanding about the impact of including (vs excluding) comparative appeal in hotel advertisements on viewers{\textquoteright} processing and response towards them. Drawing on the results from two scenario-based experimental studies conducted with 298 prospective hotel customers, comparative hotel ads are found to be more persuasive than non-comparative counterparts by viewers. Viewers{\textquoteright} attitude toward comparative hotel ads is more positive than that of non-comparative hotel ads. Viewers{\textquoteright} intention to click comparative hotel ads is also found to be higher than that of non-comparative hotel ads.",

keywords = "Comparative advertisements, Comparative appeal, Ad persuasiveness, Click-through intention",

author = "Leung, {Yiu Chung} and Xuan Wang",

year = "2023",

month = may,

day = "26",

language = "English",

pages = "737--745",

booktitle = "APacCHRIE 2023 Conference Proceedings",

note = "2023 APacCHRIE Conference ; Conference date: 25-05-2023 Through 27-05-2023",

}

Leung, YC & Wang, X 2023, To Compare or Not to Compare? The Impact of Comparative Appeal on Viewers’ Processing and Response towards Hotel Advertisements. in APacCHRIE 2023 Conference Proceedings. pp. 737-745, 2023 APacCHRIE Conference, Clark, Philippines, 25/05/23. <https://heyzine.com/flip-book/77480e1eda.html?fbclid=IwAR1jl03gjTFL6iRgyur_1uDOPDg-T2LPqgEZ8T3CW06ux6F6_AAX-dJxzv0#page/750>

TY - GEN

T1 - To Compare or Not to Compare? The Impact of Comparative Appeal on Viewers’ Processing and Response towards Hotel Advertisements

AU - Leung, Yiu Chung

AU - Wang, Xuan

PY - 2023/5/26

Y1 - 2023/5/26

N2 - The primary goal of this research is to enrich the theoretical understanding about the impact of including (vs excluding) comparative appeal in hotel advertisements on viewers’ processing and response towards them. Drawing on the results from two scenario-based experimental studies conducted with 298 prospective hotel customers, comparative hotel ads are found to be more persuasive than non-comparative counterparts by viewers. Viewers’ attitude toward comparative hotel ads is more positive than that of non-comparative hotel ads. Viewers’ intention to click comparative hotel ads is also found to be higher than that of non-comparative hotel ads.

AB - The primary goal of this research is to enrich the theoretical understanding about the impact of including (vs excluding) comparative appeal in hotel advertisements on viewers’ processing and response towards them. Drawing on the results from two scenario-based experimental studies conducted with 298 prospective hotel customers, comparative hotel ads are found to be more persuasive than non-comparative counterparts by viewers. Viewers’ attitude toward comparative hotel ads is more positive than that of non-comparative hotel ads. Viewers’ intention to click comparative hotel ads is also found to be higher than that of non-comparative hotel ads.

KW - Comparative advertisements

KW - Comparative appeal

KW - Ad persuasiveness

KW - Click-through intention

M3 - Conference article published in proceeding or book

SP - 737

EP - 745

BT - APacCHRIE 2023 Conference Proceedings

T2 - 2023 APacCHRIE Conference

Y2 - 25 May 2023 through 27 May 2023

ER -

To Compare or Not to Compare? The Impact of Comparative Appeal on Viewers’ Processing and Response towards Hotel Advertisements

Abstract

Competition

Keywords

More information

Fingerprint

Cite this