THE IMPACT OF COMPARATIVE ADVERTISING ON PERCEPTION AND ATTITUDE - SOME POSITIVE FINDINGS

被引：93

作者：

GORN, GJ

WEINBERG, CB

机构：

来源：

JOURNAL OF CONSUMER RESEARCH | 1984年 / 11卷 / 02期

关键词：

D O I：

10.1086/209008

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

引用

收藏

页码：719 / 727

页数：9

相关论文

共 16 条

[1] AN EXAMINATION OF COMPARATIVE AND NON-COMPARATIVE TELEVISION COMMERCIALS - THE EFFECTS OF CLAIM VARIATION AND REPETITION ON COGNITIVE RESPONSE AND MESSAGE ACCEPTANCE [J].

BELCH, GE .

JOURNAL OF MARKETING RESEARCH, 1981, 18 (03) :333-349

[2]

BETTMAN JR, 1979, INFORMATION PROCESSI

[3] ONE-SIDED VERSUS 2-SIDED COMPARATIVE MESSAGE APPEALS FOR NEW BRAND INTRODUCTIONS [J].

ETGAR, M ;

GOODWIN, SA .

JOURNAL OF CONSUMER RESEARCH, 1982, 8 (04) :460-465

[4]

GOLDEN L, 1979, J MARKETING RES, V16, P516

[5] AN EXPERIMENTAL INVESTIGATION OF COMPARATIVE ADVERTISING - IMPACT OF MESSAGE APPEAL, INFORMATION LOAD, AND UTILITY OF PRODUCT CLASS [J].

GOODWIN, S ;

ETGAR, M .

JOURNAL OF MARKETING RESEARCH, 1980, 17 (02) :187-202

[6]

GORN GJ, 1983, ADV CONSUM RES, V10, P377

[7]

JACKSON DW, 1979, J ADVERTISING RES, V19, P21

[8]

LEVINE P, 1976, J ADVERTISING RES, V16, P7

[9] COMMUNICATIONS-EFFECTIVENESS OF COMPARATIVE ADVERTISING - LABORATORY ANALYSIS [J].

PRASAD, VK .

JOURNAL OF MARKETING RESEARCH, 1976, 13 (02) :128-137

[10]

SHIMP TA, 1978, J ADVERTISING, V3, P13