1209 月度狗精简版G2

爱兔兰

哇噻~ 正准备 整理 谢谢LZ 过两天就考了~ 太感激鸟

songchangwen

好

yuliu1

Thanks!

liuyang5249

hehehehehehe

cissy0010

In their classic article, Wilkie and Farris (1975) proposed that, in general, comparative advertisements will be more persuasive than their non-comparative counterparts. However, the bulk of empirical evidence has not supported this proposition. Although several studies have shown comparative ads can exert more positive effects than non-comparative ads on brand attitudes, purchase intentions, or purchase, comparative ads have also been found to reduce persuasion. Perhaps the most common finding has been that comparative and non-comparative ads produce very similar post-communication (产品后续宣传) attitudes and intentions. Why have comparative and non-comparative ads so often been found to produce similar levels of persuasion?

One rather obvious possibility is that null findings（无效）are simply the result of the fact that the particular comparative and non-comparative ads used in the test situation were truly equivalent in their persuasiveness. It may be, for instance, that the comparative copy communicated inter-brand differences that were seen as trivial无意义的 or unimportant. Similarly, failure to include adequate substantiation for the comparative claims could render使 them impotent (无力的，无效的). Even if comparative claims convey important differences with adequate substantiation, they may be no more effective than non-comparative claims when consumers are already aware of these differences.

Another possibility, the one explored in this paper, is that the failure to detect persuasion differences between comparative and non-comparative ads may be the result of the types of measures used to test for such effects. Earlier investigations have often relied upon non-relative or monadic measures of post-communication impressions (i.e., measures that assess beliefs, attitudes, and/or intentions toward the advertised brand without an explicitpoint of reference). However, it would appear that relative measures (i.e., measures that use the comparison brand as a point of reference in their assessment) are better suited for capturing the persuasive impact of comparative advertising.

cissy0010

lz
~~~~广告那个

wn881122

111

邵邵丹丹

谢谢楼主的分享!

jennifer870917

Thanks!!!

疾風細雨

THX