The Contrast Model of Similarity and Comparative Advertising
Johnson, Michael D.; Horne, David A.
Two studies are reported which examine the existence of attribute redundancy as well as consumers' ability to perceive attribute redundancy in consumer information environments. The results of the first study suggest that attribute redundancy varies widely from product category to product category. The results of the second study suggest that consumers' ability to perceive attribute relationships improves with product knowledge. Unexpected was an observed U-shaped relationship between consumers' perceptions of attribute redundancy and attribute knowledge. Together the results suggest a number of policy implications regarding the value of consumer information programs.
brand association; differentiation; consumer perception; contrast models
Required Publisher Statement: © Wiley. Final version published as: Johnson, M. D., & Horne, D. A. (1988). The contrast model of similarity and comparative advertising. Psychology & Marketing, 5(3), 211-232. Reprinted with permission. All rights reserved.