TRACKING THE EFFECTS OF COMPARATIVE AND NONCOMPARATIVE ADVERTISING WITH RELATIVE AND NONRELATIVE MEASURES - A FURTHER EXAMINATION OF THE FRAMING CORRESPONDENCE HYPOTHESIS

The framing correspondence hypothesis purposes that a measure's abilit y to detect advertising effects depends on the degree of correspondenc e between the encoding frame used during ad processing and the measure 's response frame. Consistent with this hypothesis, prior research has shown that relative measures ave more sensitive than nonrelative meas ures in tracking the effects of ads which encourage a relative encodin g frame (e.g., comparative ads). The present study provides further su pport for the framing correspondence hypothesis by demonstrating that whereas relative measures are superior for assessing comparative adver tising effects, nonrelative measures may outperform their relative cou nterparts when ads are processed with a nonrelative encoding frame. (C ) 1998 Elsevier-Science Inc.