Inconsistent Comparisons: A Subtle Trick in Advertising

Inconsistent comparison is a popular manipulation technique in advertising. It works by comparing a product to different competitors using different selective attributes — painting an unrealistic picture of overall excellence.

For example, an ad might say: “Product A is cheaper than Product B, higher quality than Product C, and more functional than Product D.” Sounds convincing — until you dig deeper.

What if Product B is the most expensive, Product C the lowest in quality, and Product D has the fewest features? That would mean Product A is just not the worst in any one category — but certainly not the best overall.

This marketing trick relies on fragmenting the comparison so that no single product is used as a full benchmark across all attributes. As a result, the message is technically true but potentially misleading.

It’s a reminder for consumers to look beyond surface claims and question what’s really being said — or what’s being carefully avoided.