search query: @author Sujan, M. / total: 8
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| Author: | Sujan, M. Dekleva, C. |
| Title: | Product categorization and inference making : Some implications for comparative advertising. |
| Journal: | Journal of Consumer Research
1987 : DEC, VOL. 14:3, p. 372-378 |
| Index terms: | ADVERTISING COMPARATIVE RESEARCH CONSUMER RESEARCH |
| Language: | eng |
| Abstract: | A review of the use of a categorisation approach to inference making to assess the effects of comparative advertising that differ from noncomparative advertising, the responses of experts relative to either product class or product type level noncomparative advertising, the use of these differences to measure similarity, distinctiveness and ad informativeness, the mean value of brand attitudes, comparative versus non-comparative advertising, polarized attitudes and an interpretation of the results within the categorisation framework. |
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