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Cited by 633

The DOI matches its Crossref record; 2 of the 2 references it cites were found in a registry or an index.

Comparative and Noncomparative Advertising: Attitudinal Effects under Cognitive and Affective Involvement Conditions

Putrevu, Sanjay, Lord, Kenneth R.·1994·Journal of Advertising
DOI 10.1080/00913367.1994.10673443
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Abstract

This study compares effectiveness of comparative and noncomparative advertising for products characterized by different levels of cognitive and affective involvement. Comparative advertisements induce more positive brand attitudes for products which elicit cognitive and affective motivations simultaneously. This happens because brand comparisons facilitate an attribute-based processing style which might otherwise succumb to the competing affective involvement. Noncomparative attribute-based ads yield more favorable attitudes toward the ad when affective involvement is high than when it is low. Comparative ads are also shown to positively influence brand switchers and have a negative impact on consumers loyal to competing brands.

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Metadata

Authors
Putrevu, S., & Lord, K. R.
Venue
Journal of Advertising
Publisher
Informa UK Limited
Published
1994-06
Volume
23
Issue
2
Pages
77-91
ISSN
  • 0091-3367 (ISSN-L)
  • 1557-7805
DOI
10.1080/00913367.1994.10673443
OpenAlex
W2041045044
Cited by
633
References
2
FWCI
2.75
Type
journal article
Language
en
Open access
closed

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Putrevu, S., & Lord, K. R. (1994). Comparative and Noncomparative Advertising: Attitudinal Effects under Cognitive and Affective Involvement Conditions. Journal of Advertising. https://doi.org/10.1080/00913367.1994.10673443

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