Comparative advertising, in which one brand is compared to another, is intended to cause consumers to perceive differences between the products featured in the advertising. Marketers who employ comparative advertising are trying to use to make consumers believe that their products are better than competitors' offerings. cognitive dissonance selective retention selective comprehension stimulus generalization stimulus discrimination Comparative advertising, in which one brand is compared to another, is intended to cause consumers to perceive differences between the products featured in the advertising. Marketers who employ comparative advertising are trying to use to make consumers believe that their products are better than competitors' offerings. cognitive dissonance selective retention selective comprehension stimulus generalization stimulus discrimination