Journal ArticleDOI
The Effects of Comparative Advertising on Attention, Memory, and Purchase Intentions
TLDR
This article found that direct comparative claims attract attention and thereby enhance purchase intentions for low-share brands but detract from purchase intention for established brands by increasing awareness of competitors and sponsor misidentifications.Abstract:
There is discrepancy between practitioners' views of comparative advertising and null findings by academics. However, in most studies, subjects' attention to and memory of the comparative claims were inflated, which may have precluded effects on these variables and on purchase intentions. This study manipulated market share and type of comparative claim, used nonforced exposure, measured attention via a computerized magazine, and assessed memory and purchase intentions after a 24-hour delay. Some findings are that direct comparative claims attract attention and thereby enhance purchase intentions for low-share brands but detract from purchase intentions for established brands by increasing awareness of competitors and sponsor misidentifications.read more
Citations
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Book
Attitudes and Attitude Change
Gerd Bohner,Nina Dickel +1 more
TL;DR: In this paper, a selective review emphasizes work published from 2005 to 2009 on attitudes and attitude change in contemporary social psychology, focusing on the relationship between implicit and explicit measures of attitude, and the implications of the foregoing for attitude change.
Journal ArticleDOI
Brand Familiarity and Advertising Repetition Effects
TL;DR: This paper found that brand familiarity influenced repetition effectiveness and negative thoughts about tactic inappropriateness were seen to arise with repetition, particularly for an ad for an unfamiliar brand, driving decreases in repetition effectiveness.
Journal ArticleDOI
Does In-Store Marketing Work? Effects of the Number and Position of Shelf Facings on Brand Attention and Evaluation at the Point of Purchase
TL;DR: In this paper, the authors examined the interplay between in-store and out-of-store factors on consumer attention to and evaluation of brands displayed on supermarket shelves and found that the number of facings obtained has a strong impact on evaluation that is entirely mediated by its effect on visual attention.
Journal ArticleDOI
Does In-Store Marketing Work? Effects of the Number and Position of Shelf Facings on Brand Attention and Evaluation at the Point of Purchase:
TL;DR: In this article, the authors examine the interplay between in-store and out-of-store factors on consumer attention to and evaluation of brands displayed on supermarket shelves and find that the number of facings has a strong impact on evaluation that is entirely mediated by its effect on visual attention.
Journal ArticleDOI
From consumer response to active consumer: Measuring the effectiveness of interactive media
David W. Stewart,Paul A. Pavlou +1 more
TL;DR: In this article, a broader philosophical perspective on measuring the effectiveness of marketing communications that focuses on interaction as the unit of analysis, rather than the behavior of either the marketer or the consumer is presented.
References
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Direct Experience And Attitude-Behavior Consistency
Russell H. Fazio,Mark P. Zanna +1 more
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TL;DR: A framework that captures and extends current theory on information processing from advertisements and includes inclusion of a new typology of emotional and cognitive responses explicitly linked to the levels of brand processing is provided.
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