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The Effects of Comparative Advertising on Attention, Memory, and Purchase Intentions
Cornelia Pechmann and David W. Stewart
Journal of Consumer Research
Vol. 17, No. 2 (Sep., 1990), pp. 180-191
Published by: Oxford University Press
Stable URL: http://www.jstor.org/stable/2626810
Page Count: 12
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There is discrepancy between practitioners' views of comparative advertising andnull findings by academics. However, in most studies, subjects' attention to and memory of the comparative claims were inflated, which may have precluded effects on these variables and on purchase intentions. This study manipulated market share and type of comparative claim, used nonforced exposure, measured attention via a computerized magazine, and assessed memory and purchase intentions after a 24-hour delay. Some findings are that direct comparative claims attract attention and thereby enhance purchase intentions for low-share brands but detract from purchase intentions for established brands by increasing awareness of competitors and sponsor misidentifications.
Journal of Consumer Research © 1990 Oxford University Press