The attraction effect of comparative advertising on the Evaluation of Advertising and Purchase Intention of late entrant

Comparative advertising with attraction effect (referred to as Attraction comparative advertising) presented information for both inferior alternative and competitive alternative. Therefore it can be called a new type of advertising which includes one-sided message of comparative advertising and two-sided message of comparative advertising for competitive alternative. This research looks into whether attraction comparative advertising was still effective in real brand situation, not in imaginary brand situation, and how the effect changed according to its brand preference. According to the experimental results, there appeared no difference in the evaluation of message credibility between one-sided message comparative advertising and non-comparative advertising, while attraction comparative advertising appeared more effective than non-comparative advertising in the evaluation of message credibility. However when it came to purchase intention, the one-sided message comparative advertising and attraction comparative advertising appeared more effective than non-comparative advertising.