The U.S. government has jump-started an unprecedented effort to better understand what works and what doesn't in health care. The effort, called comparative effectiveness research, is designed to ...
The Influence of Verbal Content and Relative Newness on the Effectiveness of Comparative Advertising
This study examines the role of the verbal content and relative newness of a brand in determining the effectiveness of a comparative format. Measures of attitude toward and intention to use the ...
Until this year, most Americans hadn’t heard of comparative effectiveness research. But then came the giant federal government stimulus package, part of which established a Federal Coordinating ...
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