selected publications
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article
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One-Sided Versus Two-Sided Comparative Message Appeals for New Brand Introductions..
Journal of Consumer Research.
8:460-465.
1982
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An Experimental Investigation of Comparative Advertising: Impact of Message Appeal, Information Load, and Utility of Product Class..
Journal of Marketing Research.
17:187-202.
1980
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Planning for Comparative Advertising Requires Special Attention..
Journal of Advertising.
8:26-32.
1979
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One-Sided Versus Two-Sided Comparative Message Appeals for New Brand Introductions..
Journal of Consumer Research.
8:460-465.
1982