Article Abstract:
A categorization approach to inference making was used to determine when the effects of comparative advertising would differ from those of noncomparative advertising. Comparative advertising led to different responses for experts relative to either product class or product type level noncomparative advertising, but for novices only when the noncomparative and referred to a broad product class. These differences were for measures of similarity, distinctiveness, and ad informativeness. Mean values on brand attitudes were not differentially influenced by comparative versus noncomparative advertising, though comparative advertising resulted in more polarized attitudes. These results were interpreted within the categorization framework and point to the general usefulness of this conceptual framework. (Reprinted by permission of the publisher.)
User Contributions:
Comment about this article or add new information about this topic:
Article Abstract:
Studies of music in advertising have tended to characterize music as a nonsemantic, affective stimulus working independently of meaning or context. This implicit theory is reflected in methodology an procedures that separate music from its syntax of verbal and visual elements. Consequently, the consumer's ability to judge and interpret music as part of an overall rhetorical intention is overlooked. This article proposes an alternative theory - that music is meaningful, language-like - and calls for both interpretive and empirical research as ways of exploring a richer, potentially more explanatory concept. (Reprinted by permission of the publisher.)
User Contributions:
Comment about this article or add new information about this topic:
Article Abstract:
Satiation is reduced if people categorize consumption episodes at lower levels. Subcategorization focuses attention of differentiating aspects, making consumption episodes less repetitive and satiating.
User Contributions:
Comment about this article or add new information about this topic: