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Abstract This experimental study contrasts effects of noncomparative and comparative print advertising formats. It employs multiple indicators of advertising response and a wide range of covariates. The focus is on differences in cognitive, affective and behavioral reactions to noncomparative versus comparative formats with alternative verbal and/or visual references to the competition. Results indicate that while comparative ads with well-known, established brands are not inherently confusing, (dis)advantages of different formats depend on an advertiser's objectives.
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Grossbart et al. (1986) studied this question.
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