✦ LIBER ✦
Across- versus within-class comparative advertising: Insights into prestige class anchoring
✍ Scribed by Stuart Van Auken; Arthur J. Adams
- Publisher
- John Wiley and Sons
- Year
- 1999
- Tongue
- English
- Weight
- 270 KB
- Volume
- 16
- Category
- Article
- ISSN
- 0742-6046
No coin nor oath required. For personal study only.
✦ Synopsis
Advertising manipulations show that across-class comparisons with a leader in a more prestigious class result in an increase in perceived value for the sponsoring advertiser. Such results provide suggestive insights into the viability of across-class advertising when contrasted to an alternative advertising framework (withinclass comparisons). This study develops the theory and results of across-class associations and addresses its limitations and areas in need of inquiry.