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Consumer response to direct, indirect and non-comparative advertising in France, UK and USA

Lookup NU author(s): Dr Dan PetroviciORCiD

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This work is licensed under a Creative Commons Attribution 4.0 International License (CC BY 4.0).

Abstract

Purpose: Calls for additional inquiry into comparative advertising using sample of populations beyond college students and testing theory in comparative advertising were made (Beard, 2018). There is also a need to gather knowledge on the transferability of comparative advertising strategies across nations. This research contributes to the literature by testing the Motivation, Ability and Opportunity (MAO) theory and dual coding theory to Comparative Advertising (CA) through two international studies focusing on direct comparative (DCA), indirect comparative (ICA) and non-comparative advertising (NCA). Study1 aimed to test the applicability of MAO theory in understanding consumer response to two comparative advertising formats. Study 2 explored the role of processing styles (analytical vs imagery) in consumer response to direct vs non-comparative advertising. Design/methodology/approach: Study 1 is based on a 2x2x3 between-subjects experimental design (Ad format: direct comparative advertising vs indirect comparative advertising; Exposure time: 4 vs 20 sec; three nations: France, UK and USA) using an online sample of n=758 female consumers. Study 2 is based on a 2x2 between subjects experimental design (Ad format: DCA vs NCA; two nations: France and UK) using a sample of n=800 consumers. Findings: Study 1 reveals a superiority of ICA over DCA with cross-national differences (USA consumers embracing more CA compared to French and British consumers). Ability, Motivation (attribute importance and health motivation) and Opportunity (exposure time) all impact ad response. Study 2 results show that DCA outperforms NCA and imagery processing yields a more positive response to DCA and NCA.Research limitations/implications: The results of this research are restricted to the countries included and design characteristics. Herein processing styles are inherent in the subject and not manipulated as often done.Practical implications: Be warry of shorter CA. A country-specific approach may be the best. A cautious use of CA is recommended in France and the UK.Social implications: DCA emerges as the strategy with the highest perceived manipulative intent. While health motivation reduces this, marketers should be mindful of ethical concerns related to DCA.Originality/Value: This research contributes MAO theory to comparative advertising literature. Comparative advertising research has historically not been grounded in theory.

Publication metadata

Author(s): Petrovici DA, Golden L, Dianoux C, Ford JB, Herrmann JL, Whitelock J

Publication type: Article

Publication status: Published

Journal: International Marketing Review

Year: 2026

Pages: Epub ahead of print

Online publication date: 30/07/2026

Acceptance date: 25/05/2026

Date deposited: 23/06/2026

ISSN (print): 0265-1335

ISSN (electronic): 1758-6763

Publisher: Emerald

URL: https://doi.org/10.1108/IMR-12-2024-0524

DOI: 10.1108/IMR-12-2024-0524

ePrints DOI: 10.57711/8gfz-8d77

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