Investigation of the impact of comparative and non-comparative advertising on consumers

The purpose of this research is to examine the effects of comparative ads on consumers attitudes towards informations of ad, ad and advertiser brand, in addition to effects on the intention to purchase. The study was implemented in Spring 2017. Participants were 1177 university students who were enrolled in 21 different units at Yuzuncu Yil University. Independent variables are three different ad types (direct comparative, indirect comparative and non-comparative), gender, and whether advertiser brand user. The study was planned and conducted in accordance with the 3x2x2 factorial design. Within this design, three experimental groups, called direct, indirect, and non-comparative ad groups, were created without any intervention, depending on the criteria of the different ad type display criteria. In the study, it was researched whether there was a significant difference on dependent variables depending on the effect of the ad type, common effect of the ad type and gender, common effect of the ad type and whether advertiser brand user, and common effect of ad type, gender, whether advertiser brand user. According to common effect of ad type, gender, whether advertiser brand user, there is no significant difference in the impact on attitudes towards informations of ad, ad, advertiser brand and intention to purchase. Three-way multivariate analysis of variance (Three Way MANOVA), three-way analysis of variance (Three Way ANOVA), independent samples t-test and descriptive analysis were performed to analyze the obtained data. The scales used for the study were selected by adapting the suitable items from numerous works in the literature.