Search results for " messaggi bilaterali"

L’atteggiamento nei confronti della pubblicità comparativa: efficacia persuasiva dei messaggi bilaterali

2006

The effect of a comparative advertising on attitude toward the brand and on attitude toward the ad was studied. In the first experiment, a comparative and a not-comparative advertising of a fictitious brand of stroller for children has been presented to 160 subjects. Results demonstrate that subjects, when exposed to a comparative communication, are likely to scrutiny the persuasive message and the elaboration tend to be high. The analysis shows moreover that comparative advertising evokes a less favorable attitude toward the ad. In the second experiment, the persuasive effectiveness of a two-sided messages compared to one-sided message was verified. Finally, in the third experiment we hypo…