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...

We show how motivation affects reasoning through reliance on a biased set of cognitive processes. We manipulate the level of brand preference experimentally and expose subjects to a message that is either consistent or inconsistent with their manipulated preference. Further, the message contains...

We examined the consequences of regulatory focus on exposure to two types of comparative advertising frames-a maximal claim ("brand A is superior to brand B") and a minimal claim ("brand A is equivalent or similar to brand B")-in three experiments. In experiment 1, we manipulated these frames,...