Using Comparative Advertising to Promote Technology-Based Hospitality Services

Stephanie Qing Liu, Anna S. Mattila

Research output: Contribution to journalArticlepeer-review

14 Scopus citations


This research draws on regulatory focus theory to explore how to effectively advertise technology-based hospitality services. In an experiment, we compare four types of service ads: narrative-comparative, narrative-noncomparative, list-comparative, and list-noncomparative. Results reveal that narrative-comparative ads, portraying a superior service experience with the advertised brand against its competitors, can elicit gain perceptions, and therefore, they are more effective among promotion-focused individuals than their more prevention-focused counterparts. Conversely, list-comparative ads, presenting attributes of the advertised brand and its competitors side-by-side, can induce either gain or loss perceptions, thus being effective among both promotion-focused and prevention-focused individuals. With no mention of a reference brand, noncomparative ads fail to generate regulatory fit thereby being less persuasive. Managerial implications for hospitality marketers are discussed.

Original languageEnglish (US)
Pages (from-to)162-171
Number of pages10
JournalCornell Hospitality Quarterly
Issue number2
StatePublished - May 2015

All Science Journal Classification (ASJC) codes

  • Tourism, Leisure and Hospitality Management


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