Tracking the effects of comparative and noncomparative advertising with relative and nonrelative measures: a further examination of the framing correspondence hypothesis
Article Abstract:
A comparison of relative and nonrelative measures used in comparative and noncomparative advertising supports the validity of the framing correspondence hypothesis. The hypothesis' claim regarding the relationship of encoding frame and response frame to a measure's ability to evaluate advertising effects was validated by a result that nonrelative measures have the ability to surpass relative measures provided that ads have undergone a nonrelative encoding frame. Relative measures are more effective than their nonrelative counterparts in assessing the effects of ads with relative encoding frame.
Publication Name: Journal of Business Research
Subject: Business, general
ISSN: 0148-2963
Year: 1998
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The price-choice relationship: a contingent processing approach
Article Abstract:
A business research study was conducted to systematically prove the contention of past research efforts that price and choice relationships depend on the situation. Such a claim cannot be proven by existing theories due to the complexity involved. A contingent processing approach is said to support the development of a theory that accounts for price-choice relationship changes in various choice situations. A discussion of how future theory development and research may benefit from the findings is presented.
Publication Name: Journal of Business Research
Subject: Business, general
ISSN: 0148-2963
Year: 1995
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