An Integrative Framework for Understanding Two-Sided Persuasion

Dados Bibliográficos

ID2989797
AutoresAyn E Crowley, Wayne D Hoyer
Ano1994
Volume20
Fascículo4
Páginas561
Data de publicação1994-03-01
Peer ReviewedSim
Open AccessNão
TipoARTICLE
PeriódicoJournal of Consumer Research (JOURNAL)
Identificadores do periódicoISSN: 0093-5301 • E-ISSN: 1537-5277
EditoraOxford University Press (OUP) (PUBLISHER)
DOI10.1086/209370
OpenAlexW2085279657
IdiomaEN
Citações recebidas56
Referências citadas14

This article develops a framework that encompasses past two-sided persuasion research and incorporates additional theory and research on optimal arousal and attitude toward the ad to provide explanations for inconsistencies in previous findings. In particular, explanations are provided for the following: (1) when credibility gains will be enhanced, (2) when refutation is needed, (3) how the message should be structured (in terms of amount and placement of negative information), and (4) what types of attributes should be discounted (in terms of importance, type, and correlation with other attributes). In addition, directions for future research are discussed

Cognitive psychology · Credibility · Epistemology · Persuasion · Computer Science · Consumer Behavior in Brand Consumption and Identification · Digital Marketing and Social Media · Media Influence and Health · Psychology · Social Psychology