Key points are not available for this paper at this time.
Despite conceptual benefits expressed for comparative advertising, most studies have found it relatively ineffective and lacking credibility. By means of a field experiment, the author explores the impact of the attribution theory tool of two-sided claims on the credibility and effectiveness of comparative advertising. Results suggest that the effectiveness of comparative advertising might be significantly increased with such tactics.
William R. Swinyard (Fri,) studied this question.
Synapse has enriched 5 closely related papers on similar clinical questions. Consider them for comparative context: