From negative to positive: two-sided messages and the effect of involvement

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Show simple item record Cleve, Moritz en_US 2015-05-08T16:37:52Z 2015-05-08T16:37:52Z 2015-05-08
dc.description.abstract Two-sided message research has often led to ambiguous findings due to several factors. The present study examines if the level of general involvement with the product category presented in the persuasive message influences whether or not the inclusion of unfavorable information can generate positive effects on source credibility, brand attitude, and behavioral intent. Past studies on the effects of involvement on sidedness failed to deliver clear results, due to vague operationalizations, irrelevant claims and message statements. A 3 (sidedness: one-sided, two-sided unrelated attributes, or two-sided related attributes) x 2 (involvement: low or high) factorial design was used for this study. Contrary to past research, this study indicates that two-sided messages have many facets. Although a main effect for two-sided messages over one-sided ones was present, findings indicate nearly all of the benefits associated with two-sided messages were due the relatedness of the negative information claim. Two-sided messages without relatedness of information performed no differently than the one-sided format. en_US
dc.language.iso en_US en_US
dc.publisher Kansas State University en
dc.subject two-sided messages en_US
dc.subject advertising en_US
dc.subject marketing en_US
dc.subject involvement en_US
dc.subject mass communications en_US
dc.subject persuasion en_US
dc.title From negative to positive: two-sided messages and the effect of involvement en_US
dc.type Thesis en_US Master of Science en_US
dc.description.level Masters en_US
dc.description.department Department of Journalism and Mass Communications en_US
dc.description.advisor Curtis B. Matthews en_US
dc.subject.umi Mass Communications (0708) en_US 2015 en_US August en_US

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