Product Categorization and Inference Making: Some Implications for Comparative Advertising

Categorization of Natural Objects

1981 • 1,932 citations

Consumer Knowledge: Effects on Evaluation Strategies Mediating Consumer Judgments

1985 • 1,121 citations

Cognitive Learning, Cognitive Response to Persuasion, and Attitude Change

1968 • 962 citations

The Impact of Inferential Beliefs on Product Evaluations

1982 • 411 citations

An Examination of Comparative and Noncomparative Television Commercials: The Effects of Claim Variation and Repetition on Cognitive Response and Message Acceptance

1981 • 202 citations

The Impact of Comparative Advertising on Perception and Attitude: Some Positive Findings

1984 • 142 citations

An Experimental Investigation of Comparative Advertising: Impact of Message Appeal, Information Load, and Utility of Product Class

1980 • 128 citations

Consumer Reactions to Explicit Brand Comparisons in Advertisements

1979 • 70 citations