A partir des résultats d'une expérimentation qui a consisté à exposer un échantillon de près de 500 étudiants à trois types d'annonces publicitaires (comparative directe, comparative indirecte, et non comparative) pour deux produits (ordinateur et dentifrice) insérées dans un folder, cette recherche étudie l'influence de la publicité comparative dans le contexte français sur les niveaux de réponse mémoriel et attitudinal du consommateur. Elle tend à montrer que la publicité comparative directe n'engendre pas une meilleure mémorisation de la marque vantée, mais produit des attitudes plus favorables à l'égard de la marque vantée que la publicité comparative indirecte ou non comparative.
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