2015 | OriginalPaper | Chapter
Attitudinal and Behavioral Response to Comparative Advertising: An Experimental Field Analysis
Author : Z. S. Demirdjian
Published in: Proceedings of the 1986 Academy of Marketing Science (AMS) Annual Conference
Publisher: Springer International Publishing
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Contrary to the widespread international practice of comparative advertising, most communication-effects studies have found its relative effectiveness equivocal. The author uses an attitudinal and behavioral response approach in a field study to examine the differential effects of comparative and non-comparative advertising. Results suggest that, while no differences in the relative effectiveness are found on attitude measures, comparative advertising excels at the behavioral criterion.