Negative Advertising: The Malicious Strain of Comparative Advertising
本文梳理了负面广告的文献、模型和理论，提出13个研究命题，帮助理解其在非政治商品营销中的有效性影响因素。
Abstract Abstract Conventional wisdom suggests that advertisers should approach the use of negative advertising with a great deal of caution. Perhaps because of its success in the political arena, negative advertising has recently been featured more prominently in the marketing of goods and services. Such a tactic is risky given that so little research on the subject is currently available. Prior to using negative advertising (if this genre of advertising should be used at all) in the marketing of non-political goods and services, a better understanding of the factors influencing its effectiveness must be achieved. This paper examines the literature, models, and theory applicable to the study of negative advertising. Thirteen research propositions are suggested.