Abstract
While advertisers usually aim at throwing a positive light on their products, persuasion literature suggests that presenting some drawbacks in a two-sided message can increase persuasion. A two-sided message provides not only positive information, but also some negative information, while in a one-sided message, only positive information is given. However, the effects of two-sided messages are ambiguous (e.g., Anderson and Golden,1984; Crowley and Hoyer,1994; Eisend,2006). While the source of a two-sided message is perceived as more credible than the source of a one-sided message, attitudes towards two-sided messages tend to be less favorable. Inasmuch as positive credibility effects of message sidedness have been explained by attribution processes (e.g., Eisend, 2007; Gotlieb and Sarel, 1991; Kamins and Marks,1987), an explanation for the negative effect of sidedness on message attitudes has still not been addressed in the literature.
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
References
Anderson, W. T., Jr. and L. L. Golden (1984), “Bank Promotion Strategy,” in: Journal of Advertising Research, 24(2), 53–65.
Baumeister, R. F.; Bratslavsky, E.; Finkenauer, C. and K. D. Vohs (2001), “Bad is Stronger Than Good,” in: Review of General Psychology, 5(4), 323–370.
Bergkvist, L. and J. R. Rossiter (2007), “The Predictive Validity of Multiple-Item Versus Single-Item Measures of the Same Constructs,” in: Journal of Marketing Research, 44(2), 175–184.
Crowley, A. E. and W. D. Hoyer (1994), “An Integrative Framework for Understanding Two-sided Persuasion,” in: Journal of Consumer Research, 20(4), 561–574.
Eisend, M. (2006), “Two-Sided Advertising: A Meta-Analysis,” in: International Journal of Research in Marketing, 23(2), 187–198.
Eisend, M. (2007), “Understanding Two-Sided Persuasion: An Empirical Assessment of Theoretical Approaches,” in: Psychology & Marketing, 24(6), 615–640.
Gotlieb, J. B. and D. Sarel (1991), “Comparative Advertising Effectiveness: The Role of Involvement and Source Credibility,” in: Journal of Advertising, 20(1), 38–45.
Greenwald, A. G.; Pratkanis, A. R.; Leippe, M. R. and M. H. Baumgardner (1986), “Under What Conditions Does Theory Obstruct Research Progress?,” in: Psychological Review, 93(2), 216–229.
Gruder, C. L.; Cook, T. D.; Hennigan, K. M.; Flay, B. R.; Alessis, C. and J. Halamaj (1978), “Empirical Test of the Absolute Sleeper Effect Predicted From the Discounting Cue Hypothesis,” in: Journal of Personality and Social Psychology, 36(10), 1061–1074.
Hovland, C. I. and W. Weiss (1951), “The Influence of Source Credibility on Communication Effectiveness,” in: Public Opinion Quarterly, 15(1), 635–650.
Kamins, M. A. and L. J. Marks (1987), “Advertising Puffery: The Impact of Using Two-Sided Claims on Product Attitude and Purchase Intentions,” in: Journal of Advertising, 16(4), 6–15.
Kumkale, G. T. and D. Albarracin (2004), “The Sleeper Effect in Persuasion: A Meta-Analytic Review,” in: Psychological Bulletin, 130(1), 143–172.
Matlin, M. W. and D. J. Stang (1978), “The Pollyanna Principle: Selectivity in Language, Memory, and Thought,” Schenkman: Cambridge, MA.
O’Keefe, D. J. (1999), “How to Handle Opposing Arguments in Persuasive Messages: A Meta- Analytic Review of the Effects of One-Sided and Two-Sided Messages,” Communication Yearbook, 22, 208–249.
Pechmann, C. (1990), “How do Consumer Inferences Mediate the Effectiveness of Two-Sided Messages?,” in: Goldberg, M. E.; Gorn, G.; Pollay, R. W. (1990) (eds.): Advances in Consumer Research, 17, Association for Consumer Research: Ann Arbor, MI, 337–341.
Pechmann, C. (1992), “Predicting When Two-Sided Ads Will Be More Effective Than One-Sided Ads: The Role of Correlational and Correspondent Inferences,” in: Journal of Marketing Research, 29(4), 441–53.
Pratkanis, A. R.; Greenwald, A. G.; Leippe, M. R. and M. H. Baumgardner (1988), “In Search of Reliable Persuasion Effects III. The Sleeper Effect is Dead. Long Live the Sleeper Effect,” in: Journal of Personality and Social Psychology, 54(2), 203–218.
Preacher, K. J. and A. F. Hayes (2008), “Asymptotic and Resampling Strategies for Assessing and Comparing Indirect Effects in Multiple Mediator Models,” in: Behavior Research Methods, 40(3), 879–891.
Preacher, K. J.; Rucker, D. D. and A. F. Hayes (2007), “Addressing Moderated Mediation Hypotheses: Theory, Methods, and Prescriptions,” in: Multivariate Behavioral Research, 42(1), 185–227.
Rozin, P. and E. B. Royzman (2001), “Negativity Bias, Negativity Dominance, and Contagion,” in:Personality and Social Psychology Review, 5(4), 296–320.
Taylor, S. E. (1991), “Asymmetrical Effects of Positive and Negative Events: The Mobilization-Minimization Hypothesis,” in: Psychological Bulletin, 110(1), 67–85.
Taylor, S. E. and J. D. Brown (1988), “Illusion and Well-being: A Social Psychological Perspective on Mental Health,” in: Psychological Bulletin, 103(2), 193–210.
Walton, D. (1999), “One-sided Arguments: A Dialectical Analysis of Bias,” State University of New York Press: New York.
Author information
Authors and Affiliations
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2012 Gabler Verlag | Springer Fachmedien Wiesbaden
About this chapter
Cite this chapter
Kuster, F., Eisend, M. (2012). Immediate and Delayed Effects of Message Sidedness. In: Eisend, M., Langner, T., Okazaki, S. (eds) Advances in Advertising Research (Vol. III). European Advertising Academy. Gabler Verlag, Wiesbaden. https://doi.org/10.1007/978-3-8349-4291-3_5
Download citation
DOI: https://doi.org/10.1007/978-3-8349-4291-3_5
Publisher Name: Gabler Verlag, Wiesbaden
Print ISBN: 978-3-8349-4290-6
Online ISBN: 978-3-8349-4291-3
eBook Packages: Business and EconomicsBusiness and Management (R0)