Studies regarding message sidedness and persuasion indicate that sidedness effects are moderated by the type of two‐sided message employed, but do not indicate why various messages differ in persuasiveness. This research tests two causal models of cognitive processing. Model 1 posits that messages produce general evaluations that prompt the generation of cognitions. Model 2 suggests messages prompt cognitions upon which subsequent evaluations are based. The data are consistent with Model 2 and inconsistent with Model 1 and begin to demonstrate how one‐sided, nonrefutational two‐sided, and refutational two‐sided messages are processed.
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Hale et al. (1991) studied this question.
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