Message sidedness in a product brand, product form and product category context : a new concept of negative information inclusion in product advertising
This thesis investigates how messages which contain only positive information varyin their effectiveness from messages which portray both positive and negative arguments ofan issue or product The former type is called a one-sided message, while the latter is calleda two-sided message. as it indicates both sides of an issue.An extensive body of literature has investigated the effects of one-sided and twosidedmessages upon respondents over the past 40 years. Results show - albeit inconsistently- that two·sided messages appear to have both advantages (e.g. increase in source credibility)and shortcomings (e.g. decrease in purchase intention) when compared to one-sidedmessages. This trade-off between advantages and disadvantages may render a two-sidedmessage a less desirable advertising fannat overall. Only very few studies have strived toovercome this trade-off.The objective of this study is to overcome the commonly observed trade-off effectbetween advantages and disadvantages. This is done by conceptualising a type of two-sidedmessage which retains the advantages. and overcomes some of the weaknesses of two-sidedcommunication. This type' of message is tested against a one-sided message along with the'classic' type of two-sided message,thus 3 types of messages are included in this study.Data is gathered in a laboratory experiment (n = 324). Results are largely asexpected. A strong interaction between price and type of message occurs. The new type oftwo-sided message clearly outperforms the two other types of messages in a low pricecondition. Results in the moderate price level are also largely as expected, with fewerdifferences occurring between the three types of advertisements. In the high price conditionhowever, the one-sided message outperforms both types of two-sided message. Despite this,
Year of publication: |
1996
|
---|---|
Authors: | Lang, Bodo. |
Publisher: |
Auckland |
Subject: | Commerce, Management, Tourism and Services |
Saved in:
freely available
Saved in favorites
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