The Impact of Comparative Advertising on Levels of Message Involvement
研究发现，直接提及知名竞争对手的比较广告比非比较广告更能引发消费者的信息处理活动，包括更高的相关性感知、注意力和回忆。
Abstract This study examines the notion that comparative ads containing direct references to a well-known competitor are inherently more “involving” than noncomparative ads. Utilizing an information-processing perspective, findings indicate that the comparative format elicits higher levels of message involvement/processing activity than the noncomparative format. In addition to perceiving the comparative message as being more relevant, subjects viewing that format paid more attention to, elaborated on, and were able to recall more message points than did subjects exposed to a similar, though noncomparative, ad.