Shaping the Route to Attitude Change: Central versus Peripheral Processing through Comparative versus Noncomparative Advertising
1989 ◽
Vol 26
(2)
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pp. 193-204
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A two-group LISREL model was used to test the hypothesis that comparative ads tend to be processed centrally whereas noncomparative ads tend to be processed peripherally. Results show that AAd is a significant predictor of AB only in the noncomparative case, whereas AB-conation consistency is higher for comparative ads.
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