𝔖 Bobbio Scriptorium
✦   LIBER   ✦

Positive versus negative comparative advertising

✍ Scribed by Shailendra Pratap Jain


Publisher
Springer US
Year
1993
Tongue
English
Weight
757 KB
Volume
4
Category
Article
ISSN
0923-0645

No coin nor oath required. For personal study only.


📜 SIMILAR VOLUMES


Across- versus within-class comparative
✍ Stuart Van Auken; Arthur J. Adams 📂 Article 📅 1999 🏛 John Wiley and Sons 🌐 English ⚖ 270 KB

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 adv

Positively versus negatively framed prod
✍ Robert J. Donovan; Geoffrey Jalleh 📂 Article 📅 1999 🏛 John Wiley and Sons 🌐 English ⚖ 163 KB 👁 2 views

Previous studies have shown that the positive framing of a meat product attribute (i.e., 75% lean) results in more positive evaluation of the product than its presumed equivalent negative framing (25% fat). Other framing studies, particularly those dealing with health messages, show mixed results, a