Consumer's reactance in the context of Comparative Advertising.

      Аннотация: Marketers develop, in general, promotions to communicate information about their products in terms of persuading consumers to buy them. The main goal of advertising is the intention to influence people’s behaviour, which may involve convincing individuals to purchase a particular product. For some reasons, one might characterize advertisements as well as image management in terms of creating and maintaining images and meanings in consumer’s minds. It seems as if everyone is talking or arguing about it, whether it is fair and unfair, effective and ineffective, or honest and dishonest. Comparative advertising is described as a message format that compares two or more brands of the same product or service class and makes such comparison in terms of the same product or same service attribute. Generally, individuals exposed to a certain stimuli can be aroused as well as stimulated. Yet, for the stimuli to have an impact, innate reactions have to evoke. Since advertisements often are used as arousing stimuli, we might be able to understand the consumer’s reactions by relying on the so-called psychological reactance theory.

Ключевые слова: advertising, marketing, comparative advertising, psychological reactance