Although comparative advertising accounts for nearly half of all television commercial messages, much remains to be learned about its use and effectiveness. This investigation probed the role and impact of receiver involvement in product class, comparative message format, and receiver sex on the relative effectiveness of comparative advertising messages. The results indicate that females and males respond uniquely to comparative advertising, revealing consistent patterns regarding both circumstances and approaches. The findings of this study suggest important nuances for advertising professionals in their efforts to design and to target comparative messages.
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Michael Pfau (1994) studied this question.