Relative Effectiveness of Direct and Indirect Comparative Advertising: The Role of Message Framing and Gender on Believability and Attitude Certainty: An Abstract

Autor:	Dariya Orazbek, Dan Alex Petrovici, Linda L. Golden
Rok vydání:	2020
Předmět:	Consumer response media_common.quotation_subject Comparative advertising Regulatory focus theory Advertising Context (language use) Message framing Certainty Psychology Indirect comparison media_common
Zdroj:	Marketing Opportunities and Challenges in a Changing Global Marketplace ISBN: 9783030391645
DOI:	10.1007/978-3-030-39165-2_269
Popis:	Comparative advertising (CA) has been used in the United States for decades, with the time the United Kingdom being less. Excepting Chang (2007), little is known about gender differences in responses to comparative ads and little attention has been devoted to regulatory focus and CA (see Higgins 1997; Kao 2012). This study contributes by examining the role of ad format (direct vs. indirect CA—DCA and ICA, respectively), gender, and message framing for UK consumer response in the context of Regulatory Focus Theory predictions.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::3138a12ac4379636ee941f851d09c82f https://doi.org/10.1007/978-3-030-39165-2_269 Zobrazit plný text záznamu