Journal Article One-Sided versus Two-Sided Comparative Message Appeals for New Brand Introductions Get access Michael Etgar, Michael Etgar Search for other works by this author on: Oxford Academic PubMed Google Scholar Stephen A. Goodwin Stephen A. Goodwin Search for other works by this author on: Oxford Academic PubMed Google Scholar Journal of Consumer Research, Volume 8, Issue 4, March 1982, Pages 460–465, https://doi.org/10.1086/208888 Published: 01 March 1982 Article history Received: 01 June 1978 Revision received: 01 July 1981 Published: 01 March 1982
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