An Examination of Comparative and Noncomparative Television Commercials: The Effects of Claim Variation and Repetition on Cognitive Response and Message Acceptance
研究了电视广告中比较型与非比较型主张的变化和重复次数如何影响观众的认知反应和讯息接受程度，对广告策略设计有参考价值。
George E. Belch, An Examination of Comparative and Noncomparative Television Commercials: The Effects of Claim Variation and Repetition on Cognitive Response and Message Acceptance, Journal of Marketing Research, Vol. 18, No. 3 (Aug., 1981), pp. 333-349