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The moderating roles of ad claim type and rhetorical style in the ads of competitor
brands for diluting the consumers' brand commitment to the existing brands
Danny Tengti Kao*
Department of Educational Psychology and Counseling, Division of Industrial and Organizational Psychology, National Hsinchu University of Education, Taiwan
a r t i c l e i n f o
a b s t r a c t
Article history:
Received 16 February 2015
Accepted 20 May 2015
Available online 10 July 2015
This research explores the moderating roles of ad claim type and rhetorical style in the ads of competitor
brands for diluting the consumers' brand commitment to the existing brands. Results indicate that, for
highly committed consumers, experiential ad claims will elicit more favorable attitudes toward the
competitor brand than functional ad claims. Conversely, for low committed consumers, functional ad
claims will elicit more favorable attitudes toward the competitor brand than experiential ad claims.
Moreover, for highly committed consumers, metaphorical ads will elicit more favorable attitudes toward
the competitor brand than straightforward ads. On the contrary, for low committed consumers,
straightforward ads will elicit more favorable attitudes toward the competitor brand than metaphorical
ads. Subsequently, for highly committed consumers, metaphorical ads with experiential claims will lead
to more favorable attitudes toward the competitor brand than metaphorical ads with functional claims.
In contrast, highly committed consumers will not engender differentially favorable attitudes toward the
straightforward ads, regardless of ad claim type. At last, for low committed consumers, functional claims
will elicit more favorable attitudes toward the competitor brand than experiential claims, regardless of
rhetorical styles.
2015 College of Management, National Cheng Kung University. Production and hosting by Elsevier
Taiwan LLC. All rights reserved.
Keywords:
Ad claim type
Rhetorical style
Brand commitment
1. Introduction
An important task of advertising is to provide consumers with
relevant information for them to determine the brand's true merits.
Once committed to this preferred brand, consumers tend to stay
with it to avoid the switching costs. Specically, one of the most
important advantages for established brands is the brand
commitment to which the loyal consumers attach. A new
competitor brand, which attempts to cross the border to a categoryspecic area, has to overcome the favorable position of the established brand and defend the consumers' attitudinal resistance
toward the new competitor brand in consumers' minds. As
Ahluwalia (2000) argued, brand commitment is a key determinant
of attitudinal resistance when counter-attitudinal information
about the preferred brand appears. In fact, the brand commitment
effect occurs wherever the counter-attitudinal information is
* National Hsinchu University of Education, Department of Educational Psychology and Counseling, 521, Nan-Da Road, Hsinchu City, Taiwan. Tel.: 886
930218899; fax: 886 3 5252205.
E-mail address: danny@mail.nhcue.edu.tw.
Peer review under responsibility of College of Management, National Cheng
Kung University.
http://dx.doi.org/10.1016/j.apmrv.2015.05.002
1029-3132/ 2015 College of Management, National Cheng Kung University. Production and hosting by Elsevier Taiwan LLC. All rights reserved.
10
companies create will matter most (p. 97). Sujan, Bettman, and
Baumgartner (1993) suggest advertisers to make connections
between the new brands and consumers' routine lives and make
the new brand perceived as personally relevant to consumers.
Metcalfe and Mischel (1999) further argue that the affective
experience can drive the behavior. Lerner and Keltner (2001)
conclude that affective experiences tend to elicit different associations and hence may affect behavior. Blbl and Menon (2010)
also argue that affective or experiential claims have positive impacts on consumer decisions.
In contrast, the goal of functional claims is to focus directly on
the features or benets of the product. As Johar and Sirgy (1991)
dened, functional claims highlight the functional features of the
product (or brand) or performance information. Dourish (2001)
implies that functional appeals prompts consumers to take actions in exchange for benets afforded by a product.
As compared with experiential claims, functional claims propose the more concrete consequences of consuming the utilitarian benets endorsed by the advocated brand (Dourish, 2001)
and are more straightforward and more consistent with the ad
information with semantic facts-based knowledge about the
prototypical attributes and benets in the category (Samuelsen &
Olsen, 2010). Deighton (1987) observes that, functional claims
are more likely to change cognitive expectations about the
brand's performance than experiential claims. Functional claims
are more easily compared to the salient category points-of-parity
benets than experiential claims (Keller, Sternthal, & Tybout,
2002). In addition, Heath, Nairn, and Bottomley (2009) argue
that emotional or experiential claims do not drive as much
attention as functional claims. Samuelsen and Olsen (2010) argue
that functional claims are likely to face less variation in the target
segment's comparison standard, simply because the brandrelated information opens up for relatively less idiosyncratic interpretations, is more familiar to most recipients, and is potentially more easily encoded.
Due to the mixed conclusions, this research predicts that
experiential and functional ad claims can vary as a function of individual differences; that is, the extent of brand commitment can
affect individual attitudes toward the competitor ads with experiential and functional claims.
2.3. Rhetorical style
The linguistics literature argues that different meanings can be
conveyed by rhetorical styles and the message recipients will form
different perceptions toward the conveyed meaning content
(Phillips & McQuarrie, 2009). Prior research has demonstrated that
rhetorical styles are increasingly common in advertising and
contribute to alter consumer belief and response (e.g.,
Mothersbaugh et al., 2002; Lagerwerf & Meijers, 2008). Traditionally, straightforward or explicit claims have long been applied as
the means for advertisers to launch new products. Generally, advertisers usually adopt explicit (or straightforward) strategies to
highlight the features (Ziamou & Ratneshwar, 2003) in comparison
ads to ensure that the newly launched products are really perceived
as innovative or different. More clearly, advertisers who apply
straightforward appeals believe that the straightforward claims can
facilitate consumers to perceive the differences between the
existing and new brands. Therefore, it is logical for advertisers to
apply straightforward appeals to differentiate the new brands from
their existing brands.
However, advertisers increasingly apply rhetorical styles to
penetrate the ad clutters and communicate a specic message
(Ang & Lim, 2006). McQuarrie and Mick (1996) dene rhetorical
styles as expressions that deviate from expectations, and yet are
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4. Methodology
4.1. Pretests of stimulus material
According to Martin, Lang, and Wong (2003), a pretest for
identifying an appropriate product is based on two criteria: (1) the
product offered a range of attributes for manipulation, and (2) the
product is relevant to the research sample. Hence, a pretest has
been conducted to assure the appropriateness of the stimulus
material for the following experiments. 20 undergraduates were
asked to create a list of complex products. Next, 32 subjects rated
the four most frequently mentioned products from stage one on
ve, 7-point scales (e.g., unimportant/important) for involvement,
from which an average score was derived. The pretest revealed that
digital cameras are among the highest involvement score
(M 6.16), most of the subjects previously or currently own a
digital camera (93.75%), and a large number use a digital camera
more than two times a week (90.63%), suggesting a pretty high
frequency of use. Thus, digital cameras were selected as the stimulus material in this research.
Another pretest was conducted to ensure that the two ad claim
types are perceived as equally strong. 36 students were randomly
divided into two groups, and these groups rated the perceived
cogency of the arguments in either the experiential or the functional version of the ad. Participants rated themselves on the
following self-referencing items on a 7-point scale after reading the
ads: I can picture myself in that position and It reminded me of
my past experiences (Chang, 2006). The t-test on perceived
argument strength indicated that the ads were perceived as equally
strong (Mexperiential 4.83, Mfunctional 5.33, t(34) 1.58, p > .05).
4.2. Research design and procedure (study 1)
Study 1 aims to investigate the brand commitment effect on
evaluations of the competitor brand on viewing a competitive ad
that varies in the ad claim type in the message appeal. A total of 116
h2p
418.58
6.75
.026
.000***
.011
.871
.789
.057
.001
13
4.3. Results
4.3.1. Manipulation check of ad claim type
The manipulation check of ad claim type was assessed by having
respondents rate whether the ad claim was experiential framing on
a 7-point scale anchored by 1 extremely disagree and
7 extremely agree. As expected, the t-test revealed that the
perceived experiential ad claim valence and the perceived functional ad claim valence differed signicantly (Mexperiential 5.69,
Mfunctional 2.72, t(114) 20.09, p < .001), implying that the ad
claims characterized as experiential and functional were regarded
as being different. Therefore, the manipulation of ad claim type was
effective.
4.3.2. Measurement of attitudes toward the competitor brand
Attitudes toward the competitor brand were measured with
three 7-point scales anchored by bad/good, not nice/nice, unlikable/likable (Zhang & Zinkhan, 2006). The Cronbach's a value was
.70, which indicated an acceptable internal consistency. Therefore,
those scales were summed to form a single attitude measure.
4.3.3. Hypothesis testing
The interaction effect of brand commitment ad claim type on
the attitudes toward the competitor brand (F(1, 112) 418.58,
p < .001, h2p .789, see Table 1) reached the signicance level,
implying that the ad claim effect on the attitudes toward the
competitor brand was subject to brand commitment. The followup t-test for the attitudes toward the competitor brand revealed
that experiential advertising claims elicited more favorable attitudes toward the competitor brands than functional advertising
claims for high-commitment consumers (Mexperiential 4.84,
Mfunctional 3.40, t(56) 12.67, p < .001, see Table 2 and Fig. 1). On
Table 2
Dependent measure across brand commitment ad claim type conditions.
Brand attitudes
Low-committed
Experiential
Mean
S.D.
t
p
3.58
.27
17.23
.000***
Highly-committed
Functional
5.04
.37
Experiential
4.84
.46
12.67
.000***
Functional
3.40
.40
Table 3
Univariate analysis of the effects of brand commitment and rhetorical style on brand
attitudes toward the competitor brand.
Source of variance
h2p
179.38
.17
.55
.000***
.682
.461
.599
.001
.005
14
Table 4
Dependent measure across brand commitment rhetorical style conditions.
Brand attitudes Low-committed
Highly-committed
3.30
.62
11.15
.000***
5.15
.69
5.00
.90
8.18
.000***
3.34
.67
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4.7. Results
h2p
17.14
14.78
4.70
.000
.000
.032
.129
.113
.039
15
Table 6
Dependent measure across brand commitment ad claim type rhetorical style conditions.
BrandAttitudes
Low-committed
Highly-committed
Metaphorical
Experi
Mean
S.D.
F
p
3.29
.65
67.57
.000***
Functio
4.66
.63
Straightforward
Metaphorical
Experi
Experi
3.31
.53
136.06
.000***
Functio
5.10
.65
4.59
.53
34.99
.000***
Straightforward
Functio
Experi
Functio
3.69
.64
3.88
.46
.04
.842
3.91
.79
h2p
3.48
194.63
4.26
.064
.000***
.041*
.029
.627
.035
Notes: * means the p-value is smaller than .05 and *** means the p-value is smaller
than .001.
This research differs from the prior research in three main respects, which contribute to the psychology literature. First, from an
academic perspective, theoretical understanding of the effects of
brand commitment is promising but underdeveloped. While
advertising literature focuses on examining the ad effectiveness and
neglects consumers' commitment, this research explores the extent
of consumers' brand commitment and further examines its impact
on the interaction effects of ad claim type and rhetorical style.
Second, recent empirical studies in the literature of advertising
have examined how brand commitment is moderated by other
factors. Specically, brand commitment is usually regarded as a
moderator (e.g., Iglesias, Singh, & Batista-Foguet, 2011) or a
nig, 2011; Srivastava &
dependent variable (e.g., Burmann & Ko
Owens, 2010) in these studies. In contrast, this research treats
brand commitment as an independent variable and examines its
effects interacted with ad claim type (in Study 1) and rhetorical
style (in Study 2).
At last, while the brand commitment literature has mostly
conned itself to studying the effect of brand commitment to the
existing brands (e.g., Iglesias et al., 2011) and rarely investigated
how the competitive brands overcome the brand commitment effect (Raju et al., 2009), this research examines the consumer
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