Les différentes recherches et synthèses existant sur la publicité comparative font état de résultats variés. Les auteurs présentent ici les résultats d'une méta-analyse de l'efficacité de la publicité comparative. Ils montrent que les publicités comparatives sont plus efficaces que les publicités non comparatives lorsqu'il s'agit de susciter l'attention, de faire mémoriser le message et la marque, d'augmenter le traitement du message, d'améliorer l'attitude envers la marque de l'annonceur, et enfin d'augmenter les intentions et les comportements d'achat. Cependant la publicité comparative affaiblit la crédibilité de la source et l'attitude envers la publicité. L'analyse d'un certain nombre de variables modératrices montre que la position sur le marché (de l'annonceur, de la marque de comparaison, et relative), les divers éléments améliorant la crédibilité de la source, le contenu du message et le type de mesure de la variable dépendante (relative ou non) ont un effet sur certaines des relations entre la publicité, l'attitude envers la marque et les intentions d'achat. Les nouvelles marques se comparant à des marques établies semblent être celles qui bénéficient le plus du recours à la publicitè comparative.
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