
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 ...