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Fischer (geb. Schirmer), Nadine (2014): Competitive Clutter – Not Too Bad After All? 2014 Global Marketing Conference at Singapore, Singapore, 2014. Global Alliance of Marketing & Management Associations (ed.) , In: Proceedings of the 2014 Global Marketing Conference at Singapore, pp. 640-645

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This research analyzes the effects of competitive advertising in women's magazines on the consumer using an experiment. In addition to replicating adverse interference effects of competitive advertising on memory in a real-world media environment, this study demonstrates that it also induces an increased product category desire for the advertised product category.

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