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An Examination of Comparative and Noncomparative Television Commercials: The Effects of Claim Variation and Repetition on Cognitive Response and Message Acceptance
Abstract
A cognitive response approach is used to examine the effects of one- and two-sided comparative and noncomparative commercials seen over three levels of repetition. Results indicate qualitative differences in the mediating roles of cognitive responses for comparative and noncomparative messages. However, no differences in the relative effectiveness of comparative and noncomparative messages are found for attitude and purchase intention measures. Also, message sidedness does not have a moderating impact on reactions to the two types of messages, and reactions to comparative messages are not influenced by prior preferences for the comparison brand.
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Citations
Cited by
The Persuasion Knowledge Model: How People Cope with Persuasion Attempts
Friestad, M., & Wright, P. (1994) · Journal of Consumer Research · doi:10.1086/209380 · Cited by 3,811
Cheung, M. Y., Luo, C., Sia, C. L., & Chen, H. (2009) · International Journal of Electronic Commerce · doi:10.2753/jec1086-4415130402 · Cited by 1,286
An Integrative Framework for Understanding Two-Sided Persuasion
Crowley, A. E., & Hoyer, W. D. (1994) · Journal of Consumer Research · doi:10.1086/209370 · Cited by 396
Two-sided advertising: A meta-analysis
Eisend, M. (2006) · International Journal of Research in Marketing · doi:10.1016/j.ijresmar.2005.11.001 · Cited by 305
Ahluwalia, R., & Burnkrant, R. E. (2004) · Journal of Consumer Research · doi:10.1086/383421 · Cited by 161
Metadata
- Authors
- Belch, G. E.
- Venue
- Journal of Marketing Research
- Publisher
- SAGE Publications
- Published
- 1981-08
- Volume
- 18
- Issue
- 3
- Pages
- 333-349
- ISSN
- 0022-2437 (ISSN-L)
- 1547-7193
- OpenAlex
- W2334586821
- Cited by
- 206
- References
- 0
- FWCI
- 14.17
- Type
- journal article
- Language
- en
- Open access
- closed
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- CoChat. (2026). Citation check: An Examination of Comparative and Noncomparative Television Commercials: The Effects of Claim Variation and Repetition on Cognitive Response and Message Acceptance. https://app.cochat.ai/papers/10.1177/002224378101800307
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- Belch, G. E. (1981). An Examination of Comparative and Noncomparative Television Commercials: The Effects of Claim Variation and Repetition on Cognitive Response and Message Acceptance. Journal of Marketing Research. https://doi.org/10.1177/002224378101800307
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