Solve & Share
  • Home
  • Professional Projects
    • For You
    • For Families
    • For Free >
      • Free Books for Libraries
      • Free Magnets
      • Kitchen Scorecard
    • -------------
    • For School Lunches
    • For Workplace Wellness
    • For Grocery Shoppers
    • For Restaurant Lovers
  • About
Picture

​Advertising's Impact on Category Substitution


Picture

Resources

CAN Approach to Change
File Size: 660 kb
File Type: pdf
Download File

Feel free to download and use any of the graphics, illustrations, videos, and resources on the page for educational purposes and with credit.  
​This work is licensed under a 
Creative commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Slim by Design
File Size: 5781 kb
File Type: pdf
Download File


Picture

Summary


Usage of a mature brand can be increased by encouraging people to substitute it in situations for which it is not normally used. They are most likely to do so if they perceive the target product as neither too similar to nor too dissimilar from the product it is replacing.
Study 1 shows that ads are most likely to change usage attitudes by either (1) advertising common attributes when the comparison product is dissimilar or (2) advertising distinct attributes when the comparison product is similar. Regardless of the specific situation and the specific products being considered, this study shows that it is important for consumers to consider both common and distinct attributes when making any comparison across products.
Study 2, replicating the design of study 1, demonstrates that ads which have a positive impact on usage attitudes toward the target product can have a corresponding negative impact on usage attitudes toward the comparison product. Hence, the effectiveness of an expansion advertising campaign depends on its positive impact on the target product and its negative impact on the comparison product.
​-

Download paper from SSRN (the Social Science Research Network)
Wansink, Brian (1994). Advertising's Impact on Category Substitution. Journal of Marketing Research, 31(4), 505–515. doi: 10.2307/3151879

​ --


​Other resources



Major Research Areas

For Your Health
For Families and Kids
For Lunchrooms
Workplace Wellness
For Grocery Stores
For Restaurants
Marketing Nutrition
New Research Tools
Other Discoveries

Home

For You

For Families

For School Lunches


    Sign up for updates and for upcoming chapters of a new book and memoir

Keep me posted
Copyright © 2025
  • Home
  • Professional Projects
    • For You
    • For Families
    • For Free >
      • Free Books for Libraries
      • Free Magnets
      • Kitchen Scorecard
    • -------------
    • For School Lunches
    • For Workplace Wellness
    • For Grocery Shoppers
    • For Restaurant Lovers
  • About