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1. 1.

   
   
   
   Comparative Advertising and Brand Evaluation: Toward Developing a Categorization Approach, in Journal of Consumer Psychology » Read Now

   by Rita Snyder. 16 pgs.

   Collections: Psychology, Entire Library
   
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   Effects of Print Comparative Political Advertising on Political Decision-Making and Participation, in Journal of Communication » Read Now

   by Bruce E. Pinkleton. 13 pgs.

   Collections: Entire Library
   
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   Attention, Attitude and Affect in Response to Advertising (Chap. 5 "The Psychology of Comparative Advertising") » Read Now

   by Timothy C. Brock, Eddie M. Clark, David W. Stewart. 330 pgs.

   Collections: Entire Library
   
4. 4.

   
   
   
   The Yearbook of Copyright and Media Law Vol. 4 ("The Use of Competitors' Trade Marks in Advertising: Honest, Fair or Not?" begins on p. 67) » Read Now

   by Eric M. Barendt, Stephen Bate, John Ensor, Alison Firth, Thomas Gibbons, Julia Palca. 432 pgs.

   Collections: Entire Library
   
5. 5.

   
   
   
   Persuasion Processes Associated with Direct Comparative and Noncomparative Advertising and Implications for Advertising Effectiveness, in Journal of Consumer Psychology » Read Now

   by Cornelia Pechmann. 30 pgs.

   Collections: Psychology, Entire Library