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Immediate and Delayed Effects of Message Sidedness

  • Franziska Kuster
  • Martin Eisend
Part of the European Advertising Academy book series (EAA)

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.

Keywords

Positive Information Negative Information Negative Attribute Source Credibility Sleeper Effect 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

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Copyright information

© Gabler Verlag | Springer Fachmedien Wiesbaden 2012

Authors and Affiliations

  • Franziska Kuster
    • 1
  • Martin Eisend
    • 2
  1. 1.Free University BerlinGermany
  2. 2.European University ViadrinaGermany

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