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    政大機構典藏 > 傳播學院 > 廣告學系 > 期刊論文 >  Item 140.119/76544


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    題名: The relative effectiveness of comparative and noncomparative advertising: Evidence for gender differences in information-processing strategies
    作者: Chang, Chingching
    張卿卿
    貢獻者: 廣告系
    日期: 2007-03
    上傳時間: 2015-07-13 17:03:01 (UTC+8)
    摘要: Drawing on gender differences in processing strategies and elaboration thresholds, this study showed that comparative advertising encouraged greater levels of brand-evaluation involvement among men but not among women. Instead, for women, attention-gaining comparative appeals encouraged inferences regarding the ad`s manipulative intent. Furthermore, these gender differences in processing led to evaluative consequences. For men, the greater brand-evaluation involvement brought about by comparative appeals led to more favorable ad and brand evaluations and greater purchase intentions. For women, the heightened perceptions of manipulative intent brought about by comparative appeals resulted in negative ad and brand evaluations and reduced purchase intentions. Finally, the attribute alignability of competing products moderated the gender-dependent effectiveness of comparative and noncomparative appeals. © 2007 American Academy of Advertising. All rights reserved.
    關聯: Journal of Advertising, 36(1), 21-35
    資料類型: article
    DOI 連結: http://dx.doi.org/10.2753/JOA0091-3367360102
    DOI: 10.2753/JOA0091-3367360102
    顯示於類別:[廣告學系] 期刊論文

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