Working Papers

A Multiple Exposure Study of the Effects of Comparative and Noncomparative Television Commercials on Cognitive Response, Recall, and Message Acceptance

George E. Belch and Richard J. Lutz

Jan 1, 1982

Presents findings of a laboratory experiment using cognitive response and hierarchy-of-effects measures of consumer response to comparative and noncomparative commercials.

This resource is not available online.

By using you agree to our use of cookies as identifiers and for other features of the site as described in our Privacy Policy.