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- Title
AN ANALYSIS OF COGNITIVE RESPONSES TO COMPARATIVE ADVERTISING.
- Authors
Wilson, R. Dale; Muderrisoglu, Aydin
- Abstract
This paper reports results of an initial study on the analysis of cognitive responses generated by comparative and non-comparative ads. The difference in effectiveness of these two types of ads is empirically studied from an information processing perspective. The results presented here support the notion that comparative and non-compara-different cognitive advertisements create significantly d tire elements, both in nature and in number.
- Subjects
COGNITIVE styles; COMPARATIVE advertising
- Publication
Advances in Consumer Research, 1980, Vol 7, Issue 1, p566
- ISSN
0098-9258
- Publication type
Article