Comparison Valence of the Ad

CVOTThe degree to which a person believes that an ad has disparaged a competitor

6 items 2008 α .89 Free Chang, C. C.

What it measures

A multiple-item semantic scale designed to measure the degree to which a person believes that an ad has disparaged a competitor.

Chang, Chung-Chau and Yu-Jen Chou (2008), “Goal Orientation and Comparative Valence in Persuasion,” Journal of Advertising, 37 (1), 73-87.

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