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

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Title: An Experimental Investigation of Comparative Advertising: Impact of Message Appeal, Information Load, and Utility of Product Class.
Authors: Goodwin, Stephen1, Etgar, Michael2
Source: Journal of Marketing Research (JMR). May80, Vol. 17 Issue 2, p187-202. 16p. 2 Black and White Photographs, 1 Diagram, 10 Charts.
Database: Business Source Ultimate
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        Value: 10.2307/3150929
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        Text: English
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        PageCount: 16
        StartPage: 187
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      – TitleFull: An Experimental Investigation of Comparative Advertising: Impact of Message Appeal, Information Load, and Utility of Product Class.
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              Text: May80
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              Y: 1980
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