What question did this study set out to answer?

To resolve historical inconsistencies across persuasion literature by establishing a comprehensive framework that incorporates optimal arousal and advertising attitudes into two-sided messaging.

March 1, 1994Journal of Consumer Research

An Integrative Framework for Understanding Two-Sided Persuasion

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Authors

ACAyn E. CrowleyPeterson Institute for International Economics WHWayne D. HoyerSystems & Processes Engineering Corporation (United States)

Discussion

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Implication

Theoretical analysis reveals determinants of two-sided persuasion in consumers, indicating that strategically acknowledging product flaws enhances source credibility.

Key Points

To resolve historical inconsistencies across persuasion literature by establishing a comprehensive framework that incorporates optimal arousal and advertising attitudes into two-sided messaging.
Synthesized empirical findings across two-sided communication literature with psychological theories of optimal arousal and advertising response.
Modeled message variables including negative attribute importance, claim placement, attribute correlation, and the presence of refutational elements.
Identifies optimal conditions under which acknowledging minor drawbacks elevates perceived communicator credibility without detracting from overall product valuation.
Delineates structural configurations regarding the timing and volume of negative claims that eliminate the requirement for explicit counter-refutation.

Cite This Study

Crowley et al. (1994) studied this question.

synapsesocial.com/papers/69dbc7e4498b35d3e6a3d24c https://doi.org/10.1086/209370

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Implication

Theoretical analysis reveals determinants of two-sided persuasion in consumers, indicating that strategically acknowledging product flaws enhances source credibility.

An Integrative Framework for Understanding Two-Sided Persuasion

Discussion

Member takes

Implication

Key Points

Cite This Study

An Integrative Framework for Understanding Two-Sided Persuasion

Discussion

Member takes

Implication

Key Points

Cite This Study

Also Consider

Also Consider