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Sales Effectiveness of Comparative Advertising: An Experimental Field Investigation
2 references·11 citing·51 second hop
Sales Effectiveness of Comparative Advertising: An Experimental Field Investigation (1983)Sales Effectiveness of Comparative Advert…An Examination of Comparative and Noncomparative Television Commercials: The Effects of Claim Variation and Repetition on Cognitive Response and Message Acceptance (1981)An Examination of Comparative…An Experimental Investigation of Comparative Advertising: Impact of Message Appeal, Information Load, and Utility of Product Class (1980)An Experimental Investigation…Measuring the effects of advertising on green industry sales: a generalized propensity score approach (2018)Measuring the effects of adve…Does explicit comparative advertising affect Indian consumers’ attitudes towards low and high-involvement product? (2015)Does explicit comparative adv…Verbal Strategies for Indirect Comparative Advertising (1994)Verbal Strategies for Indirec…Comparative advertising: Superiority despite interference? (1994)Comparative advertising: Supe…Twenty Years of Comparative Advertising in the United States (1993)Twenty Years of Comparative A…Positive versus negative comparative advertising (1993)Positive versus negative comp…Persuasion Processes Associated with Direct Comparative and Noncomparative Advertising and Implications for Advertising Effectiveness (1993)Persuasion Processes Associat…Comparative Advertising Intensity (1992)Comparative Advertising Inten…How Direct Comparative Ads and Market Share Affect Brand Choice (1991)How Direct Comparative Ads an…The Contrast Model of Similarity and Comparative Advertising (1988)The Contrast Model of Similar…An Examination into the Effectiveness of Two-Sided Comparative Price Appeals (1988)An Examination into the Effec…The processes of causal attribution. (1973)The effects of involvement on responses to argument quantity and quality: Central and peripheral routes to persuasion. (1984)Measuring the Involvement Construct (1985)When comparative valence frame affects brand extension evaluations: the moderating role of parent-extension fit (2015)The ad format-strategy effect on comparative advertising effectiveness (2017)The Rivalry Reference Effect: Referencing Rival (vs. Nonrival) Competitors in Public Brand Messages Increases Consumer Engagement (2024)Pricing: Making Profitable Decisions (1980)Are Product Attribute Beliefs the Only Mediator of Advertising Effects on Brand Attitude? (1981)Consumer Perceptions of Comparative Price Advertisements (1981)Message Sidedness At the Brand and Product Form Levels: Overcoming the Shortcomings of Two-Sided Messages? (1999)Examining the moderating role of sense of membership in online review evaluations (2014)The Myth/Fact Message Frame and Persuasion in Advertising: Enhancing Attitudes Toward the Mentally Ill (2015)Heuristic versus systematic information processing and the use of source versus message cues in persuasion. (1980)The Elaboration Likelihood Model of Persuasion (1986)Improving the Effectiveness of Fundraising Messages: The Impact of Charity Goal Attainment, Message Framing, and Evidence on Persuasion (2008)A Meta-Analysis of the ELM's Argument Quality × Processing Type Predictions (2014)Quantitative evaluation of persuasive appeals using comparative meta-analysis (2016)Advances in Consumer Research (2025)Experimental and Quasi-Experimental Designs for Research (1963)An approach to environmental psychology (1974)Negative Political Advertising: Some Empirical Findings (1984)An Exploration of Voter Responses to Political Advertisements (1989)Restaurant information cues, Diners’ expectations, and need for cognition: Experimental studies of online-to-offline mobile food ordering (2019)A Model for Predictive Measurements of Advertising Effectiveness (1961)The Impact of Television Advertising: Learning Without Involvement (1965)Meta‐analysis comparing the persuasiveness of one‐sided and two‐sided messages (1991)Customer Loyalty to the Salesperson and the Store: Examining Relationship Customers in an Upscale Retail Context (2000)The Effects of Positive and Negative Online Customer Reviews: Do Brand Strength and Category Maturity Matter? (2013)Conflict, arousal, and curiosity. (1960)Recent Research on Selective Exposure to Information (1986)Comparative advertising: citing or not the leading brand and its price (2013)Identity change vs. strategy change: the effects of rebranding announcements on stock returns (2018)A Model for Predictive Measurements of Advertising Effectiveness (1961)Advertising, R&D Expenditures and the Market Value of the Firm (1993)Beneficiary Foci Types and Performance Appeals in Green Advertising (2020)Product market competition and corporate advertising expenditure: Evidence from a natural experiment (2022)The Interaction between Comparative Advertising and Copy Claim Variation (1981)Associative Positioning Strategies through Comparative Advertising: Attribute versus Overall Similarity Approaches (1987)The Impact of Comparative Advertising on Levels of Message Involvement (1990)Online advertising by the comparison challenge approach (2006)How category advertising norms and consumer counter‐conformity influence comparative advertising effectiveness (2012)Boundary conditions to the effect of fluency and comprehension on AAD when targeting Hispanics vs Whites with single meaning vs polysemous slogans (2015)Current issues and research in advertising (1978)Advances in Consumer Research (1983)THE EFFECTIVENESS OF COMPARATIVE ADVERTISING IN KOREA AND THE UNITED STATES : A Cross-Cultural and Individual-Level Analysis (2004)A Model of Competitive Impression Management: Edison versus Westinghouse in the War of the Currents (2019)Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement (1983)The Role of Involvement in Attention and Comprehension Processes (1988)Combating scale proliferation (2003)A Terror Management Perspective on the Persuasiveness of Fear Appeals (2005)The effects of sequential combinations of virtual experience, direct experience, and indirect experience: the moderating roles of need for touch and product involvement (2012)
this work references cited by second hop

References

  • 1981An Examination of Comparative and Noncomparative Television Commercials: The Effects of Claim Variation and Repetition on Cognitive Response and Message Acceptance206 cited
  • 1980An Experimental Investigation of Comparative Advertising: Impact of Message Appeal, Information Load, and Utility of Product Class132 cited

Cited by

  • 1994Verbal Strategies for Indirect Comparative Advertising48 cited
  • 1993Persuasion Processes Associated with Direct Comparative and Noncomparative Advertising and Implications for Advertising Effectiveness47 cited
  • 1993Positive versus negative comparative advertising28 cited
  • 1993Twenty Years of Comparative Advertising in the United States26 cited
  • 1992Comparative Advertising Intensity25 cited
  • 1991How Direct Comparative Ads and Market Share Affect Brand Choice24 cited
  • 1988An Examination into the Effectiveness of Two-Sided Comparative Price Appeals23 cited
  • 2018Measuring the effects of advertising on green industry sales: a generalized propensity score approach21 cited
  • 1988The Contrast Model of Similarity and Comparative Advertising19 cited
  • 2015Does explicit comparative advertising affect Indian consumers’ attitudes towards low and high-involvement product?16 cited
  • 1994Comparative advertising: Superiority despite interference?12 cited

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