Concepedia

Comparative Message Framing

Comparative Message Framing is a rhetorical strategy in advertising research that, as a message design construct, structures persuasive content by explicitly juxtaposing a focal brand’s attributes with those of a competing brand to highlight relative advantages within a shared evaluative framework.

21

Publications

1K

Citations

55

Authors

36

Institutions

Publications per year

2017–2026

4

Parents

Publications

21

The Impact of Comparative Advertising on Levels of Message Involvement

Darrel D. Muehling, Jeffrey J. Stoltman, Sanford Grossbart · Journal of Advertising · 1990 · 163 citations

, , +14

One-Sided Versus Two-Sided Comparative Message Appeals for New Brand Introductions

Michael Etgar, Stephen A. Goodwin · Journal of Consumer Research · 1982 · 152 citations

, , +9

The potential of inoculation in promoting resistance to the effectiveness of comparative advertising messages

Michael Pfau · Communication Quarterly · 1992 · 101 citations

, , +15

When More May Be Less: The Effects of Regulatory Focus on Responses to Different Comparative Frames

Shailendra Pratap Jain, Nidhi Agrawal, Durairaj Maheswaran · Journal of Consumer Research · 2006 · 85 citations

, , +16

Amplifying “Keep It in the Ground” First-Movers: Toward a Comparative Framework

Angela Carter, Janetta McKenzie · Society & Natural Resources · 2020 · 55 citations

, , +17

1–5 of 21

Authors

55

  1. CP
    Cornelia Pechmann

    University of California, Irvine, United States

    1 publications · 46 citations

    1

    h-index

  2. JN
    Joel N. Greene

    Hofstra University, United States

    1 publications · 12 citations

    1

    h-index

  3. KG
    Kathryn Greene

    Rutgers, The State University of New Jersey, United States

    1 publications · 15 citations

    1

    h-index

  4. JR
    Joseph R. Priester

    The Ohio State University, United States

    1 publications · 47 citations

    1

    h-index

  5. DM
    Durairaj Maheswaran

    New York University, United States

    1 publications · 85 citations

    1

    h-index

1–5 of 55

Institutions

36

  1. Community Research and Development Information Service

    Brussels, Belgium

    1 h-index

    3 publications

    45 citations

  2. University of Oregon

    Eugene, United States

    1 h-index

    1 publications

    47 citations

  3. Western Kentucky University

    Bowling Green, United States

    1 h-index

    1 publications

    30 citations

  4. Babson College

    Wellesley, United States

    1 h-index

    2 publications

    60 citations

  5. New York University

    New York, United States

    1 h-index

    1 publications

    85 citations

  6. Sejong University

    Seoul, South Korea

    1 h-index

    1 publications

    41 citations

  7. Universität Koblenz

    Koblenz, Germany

    1 h-index

    1 publications

    29 citations

  8. Florida International University

    Miami, United States

    1 h-index

    2 publications

    40 citations

1–8 of 36

Venues

  1. Journal of Consumer Research

    JCR · 3 publications · 267 citations

    3

    h-index

  2. Journal of Business Research

    JBR · 2 publications · 64 citations

    2

    h-index

  3. Journal of Consumer Psychology

    2 publications · 93 citations

    2

    h-index

  4. Journal of Advertising

    2 publications · 212 citations

    2

    h-index

  5. Journal of Personality and Social Psychology

    1 publications · 29 citations

    1

    h-index

1–5