An Examination into the Effectiveness of Two-Sided Comparative Price Appeals

Abstract

This study extended previous research in the two-sided comparative area by considering such a strategy from a price disclaimer perspective. The effectiveness in usage of a two-sided comparative price appeal relative to a one-sided counterpart across increasing levels of savings between the sponsor's average price for a supermarket basket of goods and that of the average competitor was considered. In general, the findings of the study were consistent with previous research involving comparative two-sided appeals. That is, the two-sided advertisement was found to be significantly more believable than its one-sided counterpart. However, this result was found to have little impact upon purchase intention.