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Direct or indirect comparative ads: The moderating role of information processing modes

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2005

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Fluency of Consumption Imagery and the Backfire Effects of Imagery Appeals

356 cited

2000The Impact of Anticipating Satisfaction on Consumer Choice350 cited

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2017Comparative advertising: Effects of concreteness and claim substantiation through reactance and activation on purchase intentions26 cited
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2019Claiming best or better? The effect of target brand's and competitor's puffery on holistic and analytic thinkers22 cited
2020The impacts of comparative ads used by retailers to compare their store brands with national brands20 cited
2016Celebrity Endorsement and Involvement With the Social Cause in Nonprofit Organizations17 cited
2018Comparative advertising for goods versus services: Effects of different types of product attributes through consumer reactance and activation on consumer response16 cited
2015Consumers’ Evaluation of Ad-Brand Congruity in Comparative Advertising12 cited