Which of the following statements is true of comparative messages?
A) Negatively framed comparative messages are more effective for promotion-focused consumers than positively framed comparative messages.
B) Comparative messages are useful in changing a consumer's negative first impression of a brand or company.
C) The most common type of comparative messages is the direct comparative message.
D) Comparative messages show how much better the offering is than a competitor's offering.
E) When motivation, ability, and opportunity is high, consumers are more likely to confuse the advertised brand with its competition.

Question

Quizplus · Accepted Answer

Comparative messages are used to show how much better the offering is than a competitor's offering. Direct comparative messages are the most common type of comparative message used in advertising. Negatively framed comparative messages are more effective for prevention-focused consumers than for promotion-focused consumers, but it is not the case for positively framed comparative messages. Comparative messages may not always be useful in changing a consumer's negative first impression of a brand or company. Finally, when motivation, ability, and opportunity are high, consumers are less likely to confuse the advertised brand with its competition.

Which of the Following Statements Is True of Comparative Messages