Friend and Foe: The impact of complimentary competitor content (CCC) on consumer response towards the endorsing competitor

An often-overlooked resource that can help consumers make educated decisions is complimentary content created by competitors in a particular domain. Our research, based on four controlled experiments, illustrates that Complimentary Competitor Content (CCC), wherein a competitor endorses a rival, prompts favorable reactions towards the endorsing competitor and their offering. This response is influenced by enhanced perceptions of warmth and competence associated with the endorsing competitor. Our findings indicate that positive responses are evident only when the content is complimentary rather than adverse. This research underscores the significance of complimentary competition in shaping consumer responses towards the endorsing competitor's offering.