Data · dataset · 2000
A Study of the Effects of Comparative Advertising
Listed in Harvard Dataverse
Applying Hierarchy of Effects Model(cognition－affect－conation), the objective of this study is to explore how comparative advertising influences consumers\' cognition , attitude and purchasing intention after they see a comparative advertisement.
Description
There are two parts in this study. The first part tries to find out how consumers\' purchasing decision were affected after watching a comparative commercial.
A model was fitted to explain consumers\' decision process. The second part is to compare the differences on advertising cognition, attitude and purchasing intention with various comparative advertising strategies and strength.
Links
Where it is published
- Dataverse dataset page dataverse.harvard.edu/dataset.xhtml?persistentId=doi%3A10.6141%2FTW-SRDA-E87102-1 ↗
landing page · from Harvard Dataverse
- DOI doi.org/10.6141/tw-srda-e87102-1 ↗
DOI / persistent id · from Harvard Dataverse
Catalogue records · 1
- Dataverse API dataverse.harvard.edu/api/datasets/:persistentId/?persistentId=doi%3A10.6141%2FTW-SR… ↗
metadata API · from Harvard Dataverse
Provenance · 1 source records, 5 field assertions
| Source | Key | Last seen | Raw |
|---|---|---|---|
| Harvard Dataverse | doi:10.6141/TW-SRDA-E87102-1 | 13 d ago | JSON v1 |
| Field | Assertion | Extractor | Evidence |
|---|---|---|---|
| created_date | source · Harvard Dataverse | connector:dataverse@1.0.0 | |
| description | source · Harvard Dataverse | connector:dataverse@1.0.0 | /description |
| publication_date | source · Harvard Dataverse | connector:dataverse@1.0.0 | |
| title | source · Harvard Dataverse | connector:dataverse@1.0.0 | /name |
| updated_date | source · Harvard Dataverse | connector:dataverse@1.0.0 |