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The Effect of Comparative
Advertising on the Recall
of Brand Opinion
Empirical Research in the
Backward Framing Paradigm
Alicja Grochowska and Dorota Szablisty
CONTENTS
Advantages and Disadvantages of Comparative Advertising ........................................................ 350
Associative Structure of the Mind and Memory Distortions ......................................................... 351
Backward Framing as a Form of Marketing Control ..................................................................... 352
Brand Familiarity in Processing Comparative Advertisements ..................................................... 352
Product ...