Affiliation:
1. Department of Marketing and Transportation, Michigan State University.
Abstract
A two-group LISREL model was used to test the hypothesis that comparative ads tend to be processed centrally whereas noncomparative ads tend to be processed peripherally. Results show that AAd is a significant predictor of AB only in the noncomparative case, whereas AB-conation consistency is higher for comparative ads.
Subject
Marketing,Economics and Econometrics,Business and International Management
Cited by
32 articles.
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