Shaping the Route to Attitude Change: Central versus Peripheral Processing through Comparative versus Noncomparative Advertising
Open Access
- 1 May 1989
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing Research
- Vol. 26 (2) , 193-204
- https://doi.org/10.1177/002224378902600205
Abstract
A two-group LISREL model was used to test the hypothesis that comparative ads tend to be processed centrally whereas noncomparative ads tend to be processed peripherally. Results show that AAd is a significant predictor of AB only in the noncomparative case, whereas AB-conation consistency is higher for comparative ads.Keywords
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