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- W1530711618 abstract "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." @default.
- W1530711618 created "2016-06-24" @default.
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- W1530711618 date "1995-01-01" @default.
- W1530711618 modified "2023-09-27" @default.
- W1530711618 title "Comparative Versus Noncomparative Messages: The Moderating Impact of Pre-Purchase attribute Verifiability" @default.
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