Interest has been shifting from how consumers choose brands to how the
y use brands. The authors focus on how advertising can best encourage
consumers to use a mature brand in a new situation. They develop a sch
ema congruity framework that integrates comparison advertising with su
bstitution-in-use research. The framework suggests that situation comp
arison ads favorably affect usage attitudes, but have no advantage ove
r product comparison ads in enhancing a person's ability to recall the
target brand in the target situation. The authors' empirical study sh
ows increases in brand usage. The authors conclude with implications f
or brand managers and researchers.