Sales Effectiveness of Comparative Advertising: An Experimental Field Investigation
- 1 December 1983
- journal article
- Published by Oxford University Press (OUP) in Journal of Consumer Research
- Vol. 10 (3) , 362-364
- https://doi.org/10.1086/208975
Abstract
Unlike previous studies that have measured comparative advertising effectiveness through such hypothetical constructs as beliefs, attitudes, and intentions, this experiment extends research by examining the impact of comparative advertising on purchase behavior. Results contradict the findings of previous research and show that comparative advertising outweighs its noncomparative counterpart in sales effectiveness.Keywords
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