How Self-confidence Moderates the Effect of Two-sided Messages on Purchase Intention

Bibliographic Data

ID21605902
AuthorsMelby Karina Zuniga Huertas (0000-0002-8128-3465, rofessor of Marketing, Centro Universitário da FEI, São Paulo, Brazil., corresponding author), Eduardo Kalil Hanna (Customer Service Manager, Banco do Brasil, São Paulo, Brazil.)
Year2020
Volume15
Issue3
Pages235-254
Publication date2020-11-01
Peer ReviewedYes
Open AccessYes
TypeARTICLE
VenueJournal of Creative Communications (JOURNAL)
Journal identifiersISSN: 0973-2586 • E-ISSN: 0973-2594
PublisherSAGE Publications (PUBLISHER • US)
DOI10.1177/0973258620946548
OpenAlexW3088912010
LanguageEN
Citations received2
References cited51

This article seeks to clarify how two-sided messages work by explaining their causal effects on purchase intention moderated by the self-confidence of individuals. Three studies were performed. Study 1 measured individuals’ levels of self-confidence and their purchase intentions in front of one- or two-sided messages. Studies 2 and 3 manipulated individuals’ levels of self-confidence and analysed the strategies used to evaluate alternatives in cognitive decision-making. Both studies elaborated on the underlying mechanisms by which low (study 2) and high (study 3) self-confident individuals process two-sided messages, explaining the results of study 1. Self-confidence is a moderator variable for the effect of two-sided messages on purchase intention. When an individual’s self-confidence level is high (low), exposure to a two-sided message will increase (reduce) purchase intentions compared to exposure to a one-sided message. Low self-confident individuals apply a non-compensatory strategy to evaluate the offer, whereas high self-confident individuals apply a compensatory strategy to evaluate the offer. The findings suggest a communication strategy oriented to inform and increase consumers’ self-confidence. The findings contribute to a more detailed and refined knowledge of the underlying mechanisms by which two-sided messages are processed

Cognition · Low Confidence · Moderation · Need for cognition · Self-confidence · Self-efficacy · Consumer Behavior in Brand Consumption and Identification · Customer Service Quality and Loyalty · Digital Marketing and Social Media · Psychology · Social Psychology

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