Comparative Advertising: A Reexamination of the Issues

Debra L. Scammon

12 citations0/0 files storedJournal of Consumer Affairs

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Consumer Market Behavior and Pricing Marketing and Advertising Strategies European and International Contract Law

Abstract

The increasing use of comparative advertising in very diverse market situations demands the attention of public policy makers in the promulgation of regulations governing conditions of its use.

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2025Advances in Consumer Research 1961A Model for Predictive Measurements of Advertising Effectiveness 1978Current issues and research in advertising 1961A Model for Predictive Measurements of Advertising Effectiveness 1975Comparison Advertising: Problems and Potential 1976Communications-Effectiveness of Comparative Advertising: A Laboratory Analysis 1976Targeting Prospects for A New Product 1975Comparison advertising : an historical retrospective

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1994Comparative and Noncomparative Advertising: Attitudinal Effects under Cognitive and Affective Involvement Conditions 2012A Review of the Literature on Advertising Regulation 1991The Evolution of Comparative Advertising Law: Has the Lanham Act Gone Too Far?1984Comparative industrial advertising: The content and frequency

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