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Michael A. Kamins, Henry Assael, Two-Sided versus One-Sided Appeals: A Cognitive Perspective on Argumentation, Source Derogation, and the Effect of Disconfirming Trial on Belief Change, Journal of Marketing Research, Vol. 24, No. 1 (Feb., 1987), pp. 29-39
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Kamins et al. (1987) studied this question.
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