The Informativeness of Comparative Advertisements: An Empirical Investigation uri icon

abstract

  • In 1972 the FTC staff indicated that media policies which restrict the use of comparative advertisements not only may prevent buyers from obtaining information that is useful in making informed purchase decisionsamong competing brands but also may cause buyers to be misled. Thislaboratory experiment focused upon the issues of whether or not comparative print advertisements are more informative than noncomparativeones and whether variations in intensity and directionality affect the informativeness of comparative advertisements. 1979 Taylor and Francis Group, LLC.

published proceedings

  • Journal of Advertising

author list (cited authors)

  • Pride, W. M., Lamb, C. W., & Pletcher, B. A.

citation count

  • 27

complete list of authors

  • Pride, William M||Lamb, Charles W||Pletcher, Barbara A

publication date

  • January 1979