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How Direct Comparative Ads and Market Share Affect Brand Choice
16 references·2 citing·48 second hop
How Direct Comparative Ads and Market Share Affect Brand Choice (1991)How Direct Comparative Ads and Market Sha…The Use of Comparative Advertising for Brand Positioning: Association Versus Differentiation (1991)The Use of Comparative Advert…The Effects of Comparative Advertising on Attention, Memory, and Purchase Intentions (1990)The Effects of Comparative Ad…Information Processing from Advertisements: Toward an Integrative Framework (1989)Information Processing from A…Executional Factors and Advertising Effectiveness: A Replication (1989)Executional Factors and Adver…Product Categorization and Inference Making: Some Implications for Comparative Advertising (1987)Product Categorization and In…Associative Positioning Strategies through Comparative Advertising: Attribute versus Overall Similarity Approaches (1987)Associative Positioning Strat…Recent Research on Selective Exposure to Information (1986)Recent Research on Selective …Effective television advertising : a study of 1000 commercials (1986)Effective television advertis…The Impact of Comparative Advertising on Perception and Attitude: Some Positive Findings (1984)The Impact of Comparative Adv…Memory and Attentional Factors in Consumer Choice: Concepts and Research Methods (1982)Memory and Attentional Factor…Attention and automaticity in the processing of self-relevant information. (1982)Attention and automaticity in…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…Issues in Designing Consumer Information Environments (1975)Issues in Designing Consumer …A Model for Predictive Measurements of Advertising Effectiveness (1961)A Model for Predictive Measur…Conflict, arousal, and curiosity. (1960)Conflict, arousal, and curios…Identity change vs. strategy change: the effects of rebranding announcements on stock returns (2018)Identity change vs. strategy …The ad format-strategy effect on comparative advertising effectiveness (2017)The ad format-strategy effect…Statistical principles in experimental design. 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References

  • 1960Conflict, arousal, and curiosity.6,018 cited
  • 1961A Model for Predictive Measurements of Advertising Effectiveness1,525 cited
  • 1986Recent Research on Selective Exposure to Information820 cited
  • 1989Information Processing from Advertisements: Toward an Integrative Framework653 cited
  • 1982Memory and Attentional Factors in Consumer Choice: Concepts and Research Methods589 cited
  • 1982Attention and automaticity in the processing of self-relevant information.536 cited
  • 1987Product Categorization and Inference Making: Some Implications for Comparative Advertising284 cited
  • 1990The Effects of Comparative Advertising on Attention, Memory, and Purchase Intentions275 cited
  • 1991The Use of Comparative Advertising for Brand Positioning: Association Versus Differentiation222 cited
  • 1986Effective television advertising : a study of 1000 commercials219 cited
  • 1981An Examination of Comparative and Noncomparative Television Commercials: The Effects of Claim Variation and Repetition on Cognitive Response and Message Acceptance206 cited
  • 1989Executional Factors and Advertising Effectiveness: A Replication179 cited
  • 1984The Impact of Comparative Advertising on Perception and Attitude: Some Positive Findings148 cited
  • 1987Associative Positioning Strategies through Comparative Advertising: Attribute versus Overall Similarity Approaches

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145 cited
  • 1980An Experimental Investigation of Comparative Advertising: Impact of Message Appeal, Information Load, and Utility of Product Class132 cited
  • 1975Issues in Designing Consumer Information Environments123 cited
  • Cited by

    • 2018Identity change vs. strategy change: the effects of rebranding announcements on stock returns49 cited
    • 2017The ad format-strategy effect on comparative advertising effectiveness23 cited