The effects of culture and individual differences on the persuasiveness of comparative ads
Most comparative advertising studies are conducted within the U.S. Little is, thus, known regarding its persuasiveness in a cross-cultural setting. Even within the US, the impacts of comparative versus noncomparative (NC) ads are mixed. The inconsistencies in research findings suggest the need for f...
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University of Hawaii at Manoa
2009
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| Online Access: | http://hdl.handle.net/10125/6905 |