Friendly-Contention Ads Using Multiple Endorsers: Assessing Source Effects On Attribute Perceptions And Brand Attitudes

Abstract

Our study is a preliminary investigation of multiple-source friendly-contention ads in which various endorsers argue about the brand's main benefit(s).  The results demonstrate that such an ad convinced viewers that originally seemingly inconsistent attributes and benefits could both be found in the advertised brand.  Further, the tested advertising format produced more favorable brand attitudes than did an equivalently informative single-source ad version.  The argumentative ad appears entirely appropriate in industries where a company wishes to target heavy product users.