The Piecemeal Approach to Comparative Advertising

Marketing Letters

Volumn 12, Issue 1, 2001, Pages 63-73

  Muthukrishnan, A V ^a   Warlop, Luk ^b   Alba, Joseph W ^c  

^a HONG KONG UNIVERSITY OF SCIENCE AND TECHNOLOGY   (Hong Kong)

^b UNIVERSITY OF LEUVEN   (Belgium)

^c UNIVERSITY OF FLORIDA   (United States)

Author keywords

Comparative advertising; Deception; Inference

Indexed keywords

EID: 0345818865     PISSN: 09230645     EISSN: None     Source Type: Journal    
DOI: 10.1023/A:1008124204721     Document Type: Article

References (14)

1. Alba, Joseph W. and Lynn Hasher. (1983). 'Is Memory Schematic?,' Psychological Bulletin 93, 203-231.
2. Alba, Joseph W. and Howard Marmorstein. (1987). 'The Effects of Frequency Knowledge on Consumer Decision Making,' Journal of Consumer Research 14, 14-25.
3. Baron, Reuben and David Kenny. (1986). 'The Moderator-Mediator Variable Distinction in Social Psychological Research: Conceptual, Strategic, and Statistical Considerations,' Journal of Personality and Social Psychology 51, 1173-1182.
4. Barone, Michael J. and Paul W. Miniard. (1999). 'How and When Factual Ad Claims Mislead Consumers: Examining the Deceptive Consequence of Copy × Copy Interactions for Partial Comparative Advertisements,' Journal of Marketing Research 36, 58-74.
5. Gilbert, Daniel T. (1991). 'How Mental Systems Believe,' American Psychologist 46, 107-119.
6. Grewal, Dhruv, Sukumar Kavanoor, Edward F. Fern, Carolyn Costley, and James Barnes. (1997). 'Comparative Versus Noncomparative Advertising: A Meta-Analysis,' Journal of Marketing 61, 1-15.
7. Grice, H.P. (1975). 'Logic and Conversation.' In Peter Cole and J.L. Morgan (eds.), Syntax and Semantics 3: Speech Acts. New York: Academic Press.
8. Harris, Richard J. (1977). 'Comprehension of Pragmatic Implications in Advertising,' Journal of Applied Psychology 62, 603-608.
9. Harris, Richard J. and Gregory E. Monaco. (1978). 'Psychology of Pragmatic Implication: Information Processing Between the Lines,' Journal of Experimental Psychology: General 107, 1-22.
10. Harris, Richard J. Ross Teske, and Martha J. Ginns. (1975). 'Memory for Pragmatic Implications from Courtroom Testimony,' Bulletin of the Psychonomic Society 6, 494-496.
11. Johar, Gita V. (1995). 'Consumer Involvement and Deception from Implied Advertising Claims,* Journal of Marketing Research 32, 267-279.
12. Kardes, Frank R. (1993). 'Consumer Inference: Determinants, Consequences, and Implications for Advertising,' In Andrew Mitchell (ed.), Advertising Exposure, Memory, and Choice. Hillsdale, NJ: Lawrence Erlbaum.
13. Pechmann, Cornelia. (1996). 'Do Consumers Overgeneralize One-Sided Comparative Price Claims, and Are More Stringent Regulations Needed?' Journal of Marketing Research 33, 150-162.
14. Petty, Richard E., Rao Unnava, and Alan J. Stratham. (1991). 'Theories of Attitude Change,' In Thomas S. Robertson and Hal H. Kassarjian (eds.), Handbook of Consumer Behavior. Englewood Cliffs, NJ: Prentice-Hall.