Peer reviewed
ERIC Number: EJ506449
Record Type: Journal
Publication Date: 1994
Pages: N/A
Abstractor: N/A
ISBN: N/A
ISSN: ISSN-0146-3373
EISSN: N/A
Impact of Product Involvement, Message Format, and Receiver Sex on the Efficacy of Comparative Advertising Messages.
Pfau, Michael
Communication Quarterly, v42 n3 p244-58 Sum 1994
Investigates the role and impact of receiver involvement in product class, comparative message format, and receiver sex on the relative effectiveness of comparative advertising messages. Indicates that females and males respond uniquely to comparative advertising, revealing consistent patterns regarding both circumstances and approaches. (SR)
Publication Type: Reports - Research; Journal Articles
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Grant or Contract Numbers: N/A