S. Kavanoor et al., ADS PROMOTING OTC MEDICATIONS - THE EFFECT OF AD FORMAT AND CREDIBILITY ON BELIEFS, ATTITUDES, AND PURCHASE INTENTIONS, Journal of business research, 40(3), 1997, pp. 219-227
This investigation explores the effects of ad credibility and ad forma
t (direct comparative vs. noncomparative) on consumers' beliefs, attit
udes, and purchase intentions for over-the-counter (OTC) medications.
It is hypothesized that ad credibility moderates the effects of ad for
mat. To test the hypotheses three different experiments were conducted
, with each one using a different method to manipulate ad credibility
(multiple explanations for claimed superiority, claim substantiation,
and approval of ad information from the Federal Trade Commission). The
results of the three studies provide consistent support for the main
effects of ad credibility and ad format. Increased persuasion was evid
enced with higher credibility ads and with direct comparative ads. How
ever, the hypothesized interaction consistently was not supported. Imp
lications of these findings are discussed. (C) 1997 Elsevier Science I
nc.