A CROSS-COUNTRY INVESTIGATION OF RECALL OF AND ATTITUDE TOWARD COMPARATIVE ADVERTISING

The author reports the results of an exploratory study of cross-countr y differences in recall of and attitude toward comparative advertising . As American companies are increasingly advertising their products in other countries, the issue of cross-country differences in comparativ e advertising effectiveness is very important. The study found that al though recall of comparative ads was high, consumer attitudes toward c omparative ads was not very positive, especially in countries where co mparative ads are not widely used or are used rarely. Therefore, compa rative ads should he targeted at other countries with caution.