Improving Detection of Misleading Comparative Advertising
研究提出框架对应假说，指导开发更精确的测量方法，以评估不同类型比较广告可能产生的误导效应，对广告审查者和营销学者有参考价值。
Marketing academics have a long history of providing guidance to those concerned with assessing an ad’s ability to mislead consumers. However, few recommendations have been offered regarding the specific measures to be employed in copy tests that examine the misleading effects associated with comparative advertisements. This issue is important, given that determining whether an advertisement misleads consumers ultimately rests on the sensitivity of the measures used in copy testing. The authors offer the framing correspondence hypothesis as a guide to developing measures that provide a precise assessment of the misleading effects that may arise from various types of comparative advertising.