Valenced Comparisons (Record no. 27210)

MARC details
000 -LEADER
fixed length control field 01570pab a2200217 454500
008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION
fixed length control field 140923b0 xxu||||| |||| 00| 0 eng d
040 ## - CATALOGING SOURCE
Transcribing agency Welingkar Institute of Management Development & Research, Mumbai
Original cataloging agency Welingkar Institute of Management Development & Research, Mumbai
041 ## - LANGUAGE CODE
Language code of text/sound track or separate title ENG
082 ## - DEWEY DECIMAL CLASSIFICATION NUMBER
Classification number
Item number Jai/Pos
100 ## - MAIN ENTRY--PERSONAL NAME
Personal name Jain Shailendra Pratap
245 ## - TITLE STATEMENT
Title Valenced Comparisons
250 ## - EDITION STATEMENT
Edition statement 1
260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT)
Place of publication, distribution, etc.
Name of publisher, distributor, etc. Feb 2004
Date of publication, distribution, etc. 0
300 ## - PHYSICAL DESCRIPTION
Extent 46-58 Pp.
490 ## - SERIES STATEMENT
Volume/sequential designation XLI
520 ## - SUMMARY, ETC.
Summary, etc. In this article, the authors show empirically that comparative advertisements can vary in terms of their valence, that is, whether respondents perceive them as positive (less derogatory) or negative (more derogatory) in their references to competition. In addition, the authors report findings from three studies that demonstrate that advertisements perceived as carrying more negative/derogatory references to competition result in more counterarguments, fewer support arguments, lower believability, more associated perceived bias, and lower brand attitude scores than do advertisements perceived as more positive/nonderogatory in their competitive references. Tests of mediation suggest that the effectiveness of valenced comparisons is mediated by advertiser attributions that are more negative for negative comparisons. The authors discuss implications for designing more effective comparative advertisements
650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term or geographic name as entry element Comaritive Advertisements,
700 ## - ADDED ENTRY--PERSONAL NAME
Personal name Posavac Steven S
856 ## - ELECTRONIC LOCATION AND ACCESS
Uniform Resource Identifier <a href="http://192.168.6.13/libsuite/mm_files/Articles/AR7277.pdf">http://192.168.6.13/libsuite/mm_files/Articles/AR7277.pdf</a>
906 ## - LOCAL DATA ELEMENT F, LDF (RLIN)
a 20818
Holdings
Withdrawn status Lost status Damaged status Not for loan Home library Current library Date acquired Cost, normal purchase price Total Checkouts Full call number Barcode Date last seen Cost, replacement price Price effective from Koha item type
        Main Library Main Library 23/09/2014 0.00   Jai/Pos AR7277 23/09/2014 0.00 23/09/2014 Articles

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