An Examination of Comparative and Noncomparative Television Commercials: The Effects of Claim Variation and Repetition on Cognitive Response and Message Acceptance
采用认知反应方法，研究在三种重复水平下，单面和双面比较性与非比较性广告的效果，发现认知反应的中介作用存在定性差异，但态度和购买意向无显著差异。
A cognitive response approach is used to examine the effects of one- and two-sided comparative and noncomparative commercials seen over three levels of repetition. Results indicate qualitative differences in the mediating roles of cognitive responses for comparative and noncomparative messages. However, no differences in the relative effectiveness of comparative and noncomparative messages are found for attitude and purchase intention measures. Also, message sidedness does not have a moderating impact on reactions to the two types of messages, and reactions to comparative messages are not influenced by prior preferences for the comparison brand.