III.C.2. The performance of comparative advertising across product categories

Project: Research

Project Details


The effectiveness of comparative versus non-comparative advertising is a much debated issue. However, extant papers do not consider the moderating influence of product class on this difference. This project aims at filling this gap by investigating the influence of ad format (comparative vs. non comparative) and the product class (convenience, shopping, specialty goods and service) on a set of dependent measures related to consumers' cognitive, affective and conative responses.
Effective start/end date13/03/06 → …


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