According to a research conducted by Itamar Simonson, Professor of Marketing at Stanford Graduate School of Business, a couple of months ago, giving explicit options of comparisons could have a reverse effect on the consumer perception of the products and offerings. Simply put, if you ask the consumer to compare your brand with another competitor in the market, over any parameters (say, price, application, etc.), it could lead to negative outcomes in the purchase pattern of the consumers.

In such cases, consumers tend to put greater weight on the comparative disadvantages rather than advantages of each option. They could feel that they might be cheated and false promises might be made and that is why they may decide against buying your brand! That is why there is a greater amount of risk attached to such approaches and so Marketers need to be slightly careful on this front.

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