| Summary: | 碩士 === 長庚大學 === 企業管理研究所 === 94 === The purpose of this study is to explore the effects of focal attribute type（search or experience attribute）and ad type（differentiative comparative, associative comparative, or noncomparative ad）on ad believability and attitude toward the ad.
This study finds that:（1）search attributes evoke higher believability and more favorable attitude toward the ad than experience attributes,（2） noncomparative ads evoke higher believability and more favorable attitude toward the ad than differentiative and associative comparative ads,（3）associative comparative and noncomparative ads with search attributes and noncomparative ads of experience attribute evoke more believability,（4）associative comparative ads with search attributes and noncomparative ads with experience attributes evoke more favorable attitude toward the ad, and（5）differentiate and associative comparative ads with experience attribute evoke less believability and less favorable attitude toward the ad.
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