Wilson, R. Dale
January 1976
Advances in Consumer Research;1976, Vol. 3 Issue 1, p53
Conference Proceeding
This paper attempts to evaluate comparative advertising messages which provide little or no factual information to consumers. Subjects' evaluations of simulated comparative advertisements, when compared to other subjects' responses to simulated single-product ads, generally supported the expectation that the comparative messages would be evaluated less favorably than the single-product messages. The results of this study provide preliminary evidence that advertisers should avoid subjective, non-factual comparisons with named competitors.


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