TY - JOUR
AU - Weinberg, Charles, B.
AB - Abstract The effects of comparative versus noncomparative advertising were tested in an experiment across three product categories (cigarettes, golf balls, toothpastes). A series of dependent variables—perception, attitude, and cognitive response to the ads—was investigated. Comparative advertising by a challenger, a brand not the category leader, resulted in increased brand similarity between the challenger and leader. The results held whether an ad for the leader was present or not. Other effects of comparative versus noncomparative ads were also observed. This content is only available as a PDF. Author notes * Gerald J. Gorn is Professor of Marketing and Charles B. Weinberg is Alumni Professor of Marketing, both at the Faculty of Commerce and Business Administration, University of British Columbia, Vancouver, B.C., Canada V6T 1Y8. Order of authorship is alphabetical. The authors thank Jane Howell for her helpful assistance and the reviewers for their many valuable suggestions. A preliminary version of this paper was presented at the 1982 Association for Consumer Research meetings. © JOURNAL OF CONSUMER RESEARCH
TI - The Impact of Comparative Advertising on Perception and Attitude: Some Positive Findings
JF - Journal of Consumer Research
DO - 10.1086/209008
DA - 1984-09-01
UR - https://www.deepdyve.com/lp/oxford-university-press/the-impact-of-comparative-advertising-on-perception-and-attitude-some-FVQJz1jMMg
SP - 719
VL - 11
IS - 2
DP - DeepDyve
ER -