Stealing Thunder in Negative Political Advertising: The Persuasive Impact of One-sided and Two-sided Negative Messages on Partisan Individuals

Kim, Kenneth

doi:10.1177/0973258619876222

Cited by 12 publications

(12 citation statements)

References 45 publications

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“…In contrast, one-sided messages only provide positive information (Crowley and Hoyer 1994). Whether two-sided messages are effective, the debate is still unresolved and ongoing (Eisend 2013;Küster and Eisend 2016;Pizzutti et al 2016;Huertas and Hanna 2020;Cornelis et al 2020;Kim 2020). Although various explanations have been offered for the discrepancy in empirical findings, such as methodological differences (e.g., Crowley and Hoyer 1994;Eisend 2006) or absence of a specific theory within the context of marketing information processing (e.g., Crowley and Hoyer 1994), past research has not studied the possibility that such differences may stem from core cultural characteristics.…”

Section: Introductionmentioning

confidence: 99%

Message Sidedness Effects in Advertising: The Role of Yin-Yang Balancing Theory

Ertz

Karakas

et al. 2021

Social Sciences

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Past research has shown mixed results regarding the persuasiveness of two-sided messages. Various underlying constructs were suggested to explain the differences in results. This study draws on the Yin-Yang Balancing (YYB) theory and the construct of tolerance for contradiction (i.e., the tolerance for inconsistency and resolution among contrasts) to explain differences in the effectiveness of two-sided ads. The study consisted of a cross-cultural survey involving Easterners, who hold typically higher tolerance for contradiction, with Westerners characterized by a lower tolerance for contradiction. A series of analyses of variance (ANOVAs) were conducted to explore the difference between both groups on key variables. Structural equation modeling (SEM) tested the proposed conceptual model as a whole and for both groups, highlighting key cross-cultural differences. Additionally, the PROCESS macro was used to test the mediation effects posited in the model. The findings showed that although the tolerance for contradiction does not directly impact purchase intentions, it exerts both direct and indirect effects on purchase intentions through credibility and attitudes for Easterners but not for Westerners. The findings offer important theoretical and managerial implications: Two-sided ads are more effective to consumers with a higher tolerance for contradiction (e.g., Easterners) versus consumers with a lower tolerance for contradiction (e.g., Westerners).

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Section: Introductionmentioning

confidence: 99%

Message Sidedness Effects in Advertising: The Role of Yin-Yang Balancing Theory

Ertz

Karakas

et al. 2021

Social Sciences

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“…Recent studies show that these effects hold for new forms of advertising, such as native ads, social media ads, and digital influencer merchandising (De Veirman & Hudders, 2020; Krouwer et al, 2021; Lee & Johnson, 2022). Outside the advertising field, two‐sided refutational messages have been shown to lead people with strongly held beliefs to be more open to counter attitudinal information on issues as diverse as gun control (Xu & Petty, 2021), vaccination (Featherstone & Zhang, 2020), genetically modified crops (Lyons et al, 2019), and political candidates (Kim, 2020).…”

Section: Theoretical Backgroundmentioning

confidence: 99%

When transparency pays off: Enticing sceptical consumers with two‐sided advertising

Hernandez

Filho

Strano

2022

Int J Consumer Studies

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It has been generally assumed that higher levels of scepticism towards advertising invariably lead to higher resistance to advertising appeals. The main purpose of the present research was to examine whether highly sceptical consumers' resistance can be overcome by appeals associated with higher credibility. We tested our hypotheses using message sidedness as an advertising variable that has been associated with higher (two-sided) versus lower (one-sided) credibility. In three experimental studies, we examined more versus less sceptical consumers' responses to two-versus onesided appeals. We found that two-sided messages are more effective in increasing purchase intentions, through enhanced credibility, but only for consumers who are more sceptical of advertising. Less sceptical consumers trust both messages equally and their purchase intentions are not affected by the type of message. Importantly, we also showed that highly sceptical consumers trust two-sided appeals as much as their less sceptical counterparts. The study contributes to the literature on advertising and persuasion knowledge by showing that advertising scepticism does not elicit a single response tendency, as originally conceptualized. Rather, advertising scepticism is more consistent with the underpinnings of the Persuasion Knowledge Model, in that higher knowledge about persuasion tactics aids consumers to better cope with, and not invariably resist persuasion attempts. We conclude that transparency pays off because it may entice a more sceptical audience and, at the same time, it does not harm less sceptical consumers' trust and purchase intentions.

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“…Given that political advertising has been extensively regarded as an effective persuasive technique with a variety of optimistic effects on voters’ attitudes, political leaders have therefore used it as a potent medium to package their images, as well as to reach voters effectively. Conversely, scholars have also identified that persuasion is not a straightforward process and can be affected by message frames (Han et al, 2018), message tone (advocacy or attack) (Halle, 2017), two-sided persuasion (Kim, 2020) and personal traits (Tory Higgins et al, 2003). In this respect, the content of political advertisements interact with other influential factors such as personality traits or values and, consequently, trigger either promotion- or prevention-oriented apprehensions.…”

Section: Introductionmentioning

confidence: 99%

The Influences of Political Values Manifested in Advertisements on Political Participation: Moderating Roles of Self-transcendence and Conservation

Raza

Adamu

Ogadimma

et al. 2020

Journal of Creative Communications

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This study seeks to explain how political participation is influenced by cultural values manifested in political advertising. In this regard, this study proposes a model that encompasses the concepts of Schwartz’ basic human values in which self-transcendence and conservation interact with three political values manifested in advertisements, namely law and order, civil liberties and patriotism, to determine political participation. Analyses were performed on a random sample of 834 Pakistanis collected through a survey. Structural equation modelling (SEM) techniques were employed, and analysis of moment structures (AMOS) was used to determine political participation. The findings of this study revealed that self-transcendence and conservation, albeit varied intensity, interact with political values manifested in advertisements. The findings also provide theoretical and managerial implications, which are discussed in greater detail in this article.

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Stealing Thunder in Negative Political Advertising: The Persuasive Impact of One-sided and Two-sided Negative Messages on Partisan Individuals

Cited by 12 publications

References 45 publications

Message Sidedness Effects in Advertising: The Role of Yin-Yang Balancing Theory

Message Sidedness Effects in Advertising: The Role of Yin-Yang Balancing Theory

When transparency pays off: Enticing sceptical consumers with two‐sided advertising

The Influences of Political Values Manifested in Advertisements on Political Participation: Moderating Roles of Self-transcendence and Conservation

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