THE ROLE OF ANGER AND ACTIVATION IN THE CONTEXT OF CONSUMER REACTIONS TO COMPARATIVE ADVERTISING BASED ON ATTRIBUTE VERSUS PRICE COMPARISONS

摘要

Price comparisons produce higher levels of activation than attribute comparisons and this effect is independent of the price level. For high price products, comparative advertising has, on the one hand, positive effects through activation on attitudes toward the ad and the product as well as on purchase intentions. On the other hand, comparative advertising has negative effects on attitudes toward the ad and purchase intentions through perceived anger. In this context, attribute comparisons lead to higher levels of perceived anger than price comparisons, and anger is negatively related to activation.