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Human Factors of a Global Society
book

Human Factors of a Global Society

by Tadeusz Marek, Waldemar Karwowski, Marek Frankowicz, Jussi Kantola, Pavel Zgaga
June 2014
Beginner to intermediate content levelBeginner to intermediate
1177 pages
50h 23m
English
CRC Press
Content preview from Human Factors of a Global Society
359Effect of Comparative Advertising on Recall of Brand Opinion
advertisement). Product category (involvement) and brand familiarity were independent variables
(in analyses referring to hypotheses 2 and 3).
Hypothesis 1 stated that comparative advertisements distort the memory of brand evaluations
and evaluations are recalled as more negative than before viewing a comparative ad. It was also
expected that effects of memory distortions are more distinctive in the case of semantic (associa-
tive) measures than nonsemantic (anchored) measures. Means and standard deviations for particular
measures before and after viewing a comparative advertisement ...
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Publisher Resources

ISBN: 9781466572867