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Verbal Strategies for Indirect Comparative Advertising

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References

1985Measuring the Involvement Construct6,012 cited
1983Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement4,602 cited
1988The Role of Involvement in Attention and Comprehension Processes2,070 cited
1986Conceptualizing Involvement631 cited
1982How Advertising Works: A Planning Model552 cited
1973The Cognitive Processes Mediating Acceptance of Advertising466 cited
1984Detecting and Explaining Vividness Effects in Attitudinal Judgments329 cited
1987Product Categorization and Inference Making: Some Implications for Comparative Advertising284 cited
1990The Effects of Comparative Advertising on Attention, Memory, and Purchase Intentions275 cited
1984Conceptualization and Operationalization of Involvement272 cited
1991Comparative Advertising Effectiveness: The Role of Involvement and Source Credibility270 cited
1991The Use of Comparative Advertising for Brand Positioning: Association Versus Differentiation222 cited
1989Shaping the Route to Attitude Change: Central versus Peripheral Processing through Comparative versus Noncomparative Advertising182 cited
1981The Interaction between Comparative Advertising and Copy Claim Variation170 cited
1987

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The Zaichkowsky Personal Involvement Inventory: Modification and Extension

168 cited

1990The Impact of Comparative Advertising on Levels of Message Involvement160 cited

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