Tracking the effects of comparative and noncomparative advertising with relative and nonrelative measures: A further examination of the framing correspondence hypothesis
The framing correspondence hypothesis proposes that a measure's ability to detect advertising effects depends on the degree of correspondence between the encoding frame used during ad processing and the measure's response frame. Consistent with this hypothesis, prior research has shown tha...
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| Veröffentlicht in: | Journal of business research 1998-02, Vol.41 (2), p.137-143 |
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| container_end_page | 143 |
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| container_issue | 2 |
| container_start_page | 137 |
| container_title | Journal of business research |
| container_volume | 41 |
| creator | Miniard, Paul W. Rose, Randall L. Manning, Kenneth C. Barone, Michael J. |
| description | The framing correspondence hypothesis proposes that a measure's ability to detect advertising effects depends on the degree of correspondence between the encoding frame used during ad processing and the measure's response frame. Consistent with this hypothesis, prior research has shown that relative measures are more sensitive than nonrelative measures in tracking the effects of ads which encourage a relative encoding frame (e.g., comparative ads). The present study provides further support for the framing correspondence hypothesis by demonstrating that whereas relative measures are superior for assessing comparative advertising effects, nonrelative measures may outperform their relative counterparts when ads are processed with a nonrelative encoding frame. |
| doi_str_mv | 10.1016/S0148-2963(97)00002-7 |
| format | Article |
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The present study provides further support for the framing correspondence hypothesis by demonstrating that whereas relative measures are superior for assessing comparative advertising effects, nonrelative measures may outperform their relative counterparts when ads are processed with a nonrelative encoding frame.</description><subject>Advertisements</subject><subject>Advertising</subject><subject>Comparative studies</subject><subject>Correspondence</subject><subject>Hypotheses</subject><subject>Impact analysis</subject><issn>0148-2963</issn><issn>1873-7978</issn><fulltext>true</fulltext><rsrctype>article</rsrctype><creationdate>1998</creationdate><recordtype>article</recordtype><sourceid>X2L</sourceid><recordid>eNqFUdFuFCEUJcYmrq2fYEJ80oepMLAL-GKaRqumSR-sz4RhLl3WzjDC7Op-Uv_SS9ds0idJLoR7z70HziHkNWfnnPHV---MS920ZiXeGvWO4Wob9YwsuFaiUUbp52RxhLwgL0vZVAxjekEebrPzP-N4R-c1UAgB_FxoCtSnYXLZzXEH1I09HdP4JNXvIM-x1M7fcV7TDPdPwMf7AK5sM5QP9IKGbUaaTOGPG-KI9TRWrkodck3dIW9G8JTGHkYPdL2fEpZLLGfkJLj7Aq_-nafkx-dPt5dfmuubq6-XF9eNl4zPjXMryblXjDlnVOi0McBWbZBiqUC3kvmwlLxjvJWix7r0QWgdpGG-71zXiVPy5jB3yunXFspsN2mbR6S0HPVruTAGQcsDyOdUSoZgpxwHl_eWM1tNsY-m2Kq4Nco-mmIV9n079GWYwB-bAGDT4bfB7qxwkuO2x-DGaDwiRosx1ZRQlkth1_OAwz4ehgHKsYuQbfGxqtbHjDbaPsX_POcvzVWyMg</recordid><startdate>19980201</startdate><enddate>19980201</enddate><creator>Miniard, Paul W.</creator><creator>Rose, Randall L.</creator><creator>Manning, Kenneth C.</creator><creator>Barone, Michael J.</creator><general>Elsevier Inc</general><general>Elsevier</general><general>Elsevier Sequoia S.A</general><scope>DKI</scope><scope>X2L</scope><scope>AAYXX</scope><scope>CITATION</scope><scope>8BJ</scope><scope>FQK</scope><scope>JBE</scope></search><sort><creationdate>19980201</creationdate><title>Tracking the effects of comparative and noncomparative advertising with relative and nonrelative measures: A further examination of the framing correspondence hypothesis</title><author>Miniard, Paul W. ; Rose, Randall L. ; Manning, Kenneth C. ; Barone, Michael J.</author></sort><facets><frbrtype>5</frbrtype><frbrgroupid>cdi_FETCH-LOGICAL-c401t-aa6411c700aa97fb899e062f4357e8240cf541b01243d7fb4cf388f490cdbabb3</frbrgroupid><rsrctype>articles</rsrctype><prefilter>articles</prefilter><language>eng</language><creationdate>1998</creationdate><topic>Advertisements</topic><topic>Advertising</topic><topic>Comparative studies</topic><topic>Correspondence</topic><topic>Hypotheses</topic><topic>Impact analysis</topic><toplevel>peer_reviewed</toplevel><toplevel>online_resources</toplevel><creatorcontrib>Miniard, Paul W.</creatorcontrib><creatorcontrib>Rose, Randall L.</creatorcontrib><creatorcontrib>Manning, Kenneth C.</creatorcontrib><creatorcontrib>Barone, Michael J.</creatorcontrib><collection>RePEc IDEAS</collection><collection>RePEc</collection><collection>CrossRef</collection><collection>International Bibliography of the Social Sciences (IBSS)</collection><collection>International Bibliography of the Social Sciences</collection><collection>International Bibliography of the Social Sciences</collection><jtitle>Journal of business research</jtitle></facets><delivery><delcategory>Remote Search Resource</delcategory><fulltext>fulltext</fulltext></delivery><addata><au>Miniard, Paul W.</au><au>Rose, Randall L.</au><au>Manning, Kenneth C.</au><au>Barone, Michael J.</au><format>journal</format><genre>article</genre><ristype>JOUR</ristype><atitle>Tracking the effects of comparative and noncomparative advertising with relative and nonrelative measures: A further examination of the framing correspondence hypothesis</atitle><jtitle>Journal of business research</jtitle><date>1998-02-01</date><risdate>1998</risdate><volume>41</volume><issue>2</issue><spage>137</spage><epage>143</epage><pages>137-143</pages><issn>0148-2963</issn><eissn>1873-7978</eissn><abstract>The framing correspondence hypothesis proposes that a measure's ability to detect advertising effects depends on the degree of correspondence between the encoding frame used during ad processing and the measure's response frame. 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| ispartof | Journal of business research, 1998-02, Vol.41 (2), p.137-143 |
| issn | 0148-2963 1873-7978 |
| language | eng |
| recordid | cdi_proquest_journals_196321399 |
| source | RePEc; Elsevier ScienceDirect Journals Complete |
| subjects | Advertisements Advertising Comparative studies Correspondence Hypotheses Impact analysis |
| title | Tracking the effects of comparative and noncomparative advertising with relative and nonrelative measures: A further examination of the framing correspondence hypothesis |
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