Shailendra Pratap Jain
University of Washington
AdvertisingComparative advertisingProduct (category theory)Consumption (economics)BusinessPsychologyActuarial scienceEconomicsMarketingCognitive psychologyRegulatory focus theoryPerspective (graphical)Context (language use)PreferencePersuasionMessage frameSocial psychologyInformation processingCategorization
Publications 51
#1Shailendra Pratap Jain (UW: University of Washington)H-Index: 14
#2Bruce BuchananH-Index: 9
Last. Durairaj MaheswaranH-Index: 30
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Experimental findings are reported which suggest that comparative ads may be as believable as noncomparative ads for search attribute claims, while noncomparative ads may be more believable for non-search attributes. Research implications of these findings related to more effective advertising design are discussed within the search-nonsearch attribute and a depth-of-processing framework.
4 Citations