The Impact of Message Framing, Consumer Psychology, and Advertising Competition on Comparative Advertising Effectiveness

Research Problem and Academic Significance: In marketing research discipline, comparative advertising has continuously received considerable attention. However, the literature of comparative advertising have little discussed how the interactions of message framing, consumer psychology, and advertising competition on ad effectiveness, revealing one important research gap. This project thus investigates how consumer psychology (empathy, need for justice, and implicit theory), message framing (positive vs. negative, maximum claim vs. minimum claim), and ad competition (sequence in which ads appear) interact to influence ad effectiveness. In academics, this project provides new perspectives and arguments, increasing the knowledge of comparative advertising regarding consumer individual differences that is helpful for improving ad effectiveness. Implications for Managers: In practice, this project assists firms understand how consumer empathy, need for justice, consumer implicit theory, and the sequence ads appear impact ad effectiveness. Such understanding can help marketers design message framing which consumers prefer and thus improve their ad effectiveness. Research Purpose: This project investigates how consumer psychology (empathy, need for justice, and implicit theory), message framing (positive vs. negative, maximum claim vs. minimum claim), and ad competition (sequence in which ads appear) interact to influence ad effectiveness. Researh Design: This project contains 18 experiments which collect data as the input for analyses using structural equation modeling and multiple group technique. The four research frameworks will be tested. The questionnaires will be finalized and the reliability and validity will be tested using the suggestions of the literature. Expected Results and Jobs to be Done: This project has a high probability in discovering evidence supporting the study hypotheses. Moreover, the study findings will be disseminated in the form of academic journal papers. Assistants in this study can learn related knowledge, skills, experience, and correct work attitudes.

Project ID:PB10106-0246
External Project ID:NSC101-2410-H182-005-MY2