TY - JOUR
T1 - Comparisons and advertising
T2 - The route from comparisons to effective advertising
AU - Lin, Chien Huang
AU - Tsai, Chia Ching
PY - 2006/9
Y1 - 2006/9
N2 - In this study, we investigate what conditions cause subjects to make comparisons and the comparison patterns that influence effective advertising. People make social or temporal-past or temporal-future comparisons, or may not make any comparisons when facing a choice of purchase situation. Unlike past research, we investigate four comparison patterns, and propose a general comparison model that leads to greater advertising effectiveness.
AB - In this study, we investigate what conditions cause subjects to make comparisons and the comparison patterns that influence effective advertising. People make social or temporal-past or temporal-future comparisons, or may not make any comparisons when facing a choice of purchase situation. Unlike past research, we investigate four comparison patterns, and propose a general comparison model that leads to greater advertising effectiveness.
KW - Comparative model
KW - Comparative patterns
KW - Social comparison
KW - Temporal-self comparisons
KW - The effectiveness of advertising
UR - http://www.scopus.com/inward/record.url?scp=33747873316&partnerID=8YFLogxK
U2 - 10.1007/s10869-005-9016-z
DO - 10.1007/s10869-005-9016-z
M3 - 期刊論文
AN - SCOPUS:33747873316
SN - 0889-3268
VL - 21
SP - 23
EP - 44
JO - Journal of Business and Psychology
JF - Journal of Business and Psychology
IS - 1
ER -