The Relative Effectiveness of Comparative and Noncomparative Advertising: Evidence for Gender Differences in Information-Processing Strategies

By Chingching Chang. 2007

104 citations recorded by the source corpus.

Subfields: Gender Studies, Marketing, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/a5470720755943620754a30b8eb5afd9a2496645

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Gender Studies

1. Joan Meyers-Levy
2. B. Loken

In Marketing

1. Joan Meyers-Levy
2. B. Loken

In Sociology and Political Science

1. Joan Meyers-Levy
2. B. Loken

Citations in the corpus

• Revisiting gender differences: What we know and what lies ahead☆ (2015, background): “Specifically, Chang (2007) found that while exposure to a more attention-getting comparative versus noncomparative ad increased males' ad involvement and thus their attitudes toward the target brand, females' attitudes were less favorable to a comparative ad as it prompted them to ponder the ad…”