How Comparative is Comparative Advertising

The article comments on papers about comparative advertising. It states that the paper by Eric Wendler looks at the effects evaluative product information and its comprehension has on consumer confidence. It mentions that the study showed changes in comprehension and confidence for the two test products dependent on if subjects were given or denied product information. It states that the paper by Gorn and Weinberg examines the value of comparative advertising for new products challenging brand leaders. It mentions that the results indicated that when a new product is compared with a leading brand, it benefits from a more favorable attitude and less distance from the leading brand than when there isn't a direct comparison. It comments on aspects of the paper by Ash and Wee.