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Communication Quarterly Volume 42, 1994 - Issue 3
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Original Articles

Impact of product involvement, message format, and receiver sex on the efficacy of comparative advertising messages

Michael Pfau Professor in the School of Journalism and Mass Communication, University of Wisconsin—Madison, Madison, WI, 53706
Pages 244-258 | Published online: 21 May 2009

Citations (4)

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Read on this site (1)

Chingching Chang. (2007) The Relative Effectiveness of Comparative and Noncomparative Advertising: Evidence for Gender Differences in Information-Processing Strategies. Journal of Advertising 36:1, pages 21-35.
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Articles from other publishers (3)

Hongzhen Lei, Jianqi Liu & Lijun Zhang. (2019) Tourism Image Endorsement Based on Experiment and Variance Analysis. IOP Conference Series: Earth and Environmental Science 371:5, pages 052001.
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Petr Král, Martin Machek & Tomáš Karel. (2016) Comparative Advertising in the Czech Republic: An Empirical Study. Central European Business Review 5:4, pages 34-46.
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Julie L. Andsager, Erica Weintraub Austin & Bruce E. Pinkleton. (2016) Gender as a Variable in Interpretation of Alcohol-Related Messages. Communication Research 29:3, pages 246-269.
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