Tracking the Effects of Comparative and Noncomparative Advertising with Relative and Nonrelative Measures-A Further Examination of the Framing Correspondence Hypothesis

Tracking the effects of comparative and noncomparative advertising with relative and nonrelative measures: A further examination of the framing correspondence hypothesis

Miniard, Paul W., (1998)

"When Persuasion Goes Undetected: The Case of Comparative Advertising"

Rose, Randall L., (1993)

OBSERVATIONS - Improving Detection of Misleading Comparative Advertising - The ability of copy tests to provide a precise assessment of the misleading effects that may arise from various types of comparative advertising depends on the type of measure employed

Barone, Michael J., (1999)