文章基本信息

标题：Expanding direction-of-comparison theory and its applications for political advertising practitioners
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作者：Paul W. Clark, ; Monica B. Fine
期刊名称：Journal of Management and Marketing Research
印刷版ISSN：1941-3408
电子版ISSN：1941-3408
出版年度：2012
卷号：10
出版社：Academic and Business Research
摘要：The authors expand direction-of-comparison theory by exploring the cancellation and focus model of decision choice in new media environments. The findings in these environments are then compared with existing findings from previous studies that utilized print media stimuli. The similarities and differences are then discussed. The implications of this study on comparative political advertising campaigns are given, with specific suggestions on how political advertising practitioners can utilize this new decision-making information. This can result in creation of better and more productive comparative advertisements within their campaigns. Past research has shown the effectiveness of comparative political advertising on an audience that currently supports a specific candidate. This study expands knowledge in this area by offering research findings that suggest these comparative ads, if set up correctly, can be effective on those audience members who have not yet made up their mind, or who see the political candidates as essentially equal.
关键词：Political Advertising; Comparative Advertising; Decision Making; Direction-of-;Comparison