Comparative advertisements seem to be evaluated more favorably by people who hold a prior preference for the comparison brand.

Question

Quizplus · Accepted Answer

Comparative advertisements are typically evaluated more favorably by people who hold a prior preference for the brand being advertised, not the comparison brand. This is because consumers with a preference for the advertised brand are more likely to view the comparison in a favorable light, reinforcing their existing preference.

Comparative Advertisements Seem to Be Evaluated More Favorably by People