Abstract
Past research has shown mixed results regarding the persuasiveness of two-sided messages. Various underlying constructs were suggested to explain the differences in results. This study draws on the Yin-Yang Balancing (YYB) theory and the construct of tolerance for contradiction (i.e., the tolerance for inconsistency and resolution among contrasts) to explain differences in the effectiveness of two-sided ads. The study consisted of a cross-cultural survey involving Easterners, who hold typically higher tolerance for contradiction, with Westerners characterized by a lower tolerance for contradiction. A series of analyses of variance (ANOVAs) were conducted to explore the difference between both groups on key variables. Structural equation modeling (SEM) tested the proposed conceptual model as a whole and for both groups, highlighting key cross-cultural differences. Additionally, the PROCESS macro was used to test the mediation effects posited in the model. The findings showed that although the tolerance for contradiction does not directly impact purchase intentions, it exerts both direct and indirect effects on purchase intentions through credibility and attitudes for Easterners but not for Westerners. The findings offer important theoretical and managerial implications: Two-sided ads are more effective to consumers with a higher tolerance for contradiction (e.g., Easterners) versus consumers with a lower tolerance for contradiction (e.g., Westerners).
Highlights
Two-sided messages are communications in which a source integrates both positive and negative sides about a product while favoring one side to persuade the audience (Hovland 1954)
Considerable stream of research, including Allen’s (1991) meta-analysis, demonstrates the enhanced persuasiveness of two-sided messages compared to their one-sided counterparts (Swinyard 1981; Etgar and Goodwin 1982; Lang et al 1999; Eisend 2007, 2008, 2010; Cornelis et al 2015; Pizzutti et al 2016), which often results in superior purchase intentions (Eisend 2007)
Campos (2018) found that humorous warmth is the principal factor enhancing message persuasion, source credibility, and attitude. We propose that such intrapsychic and ad characteristics are not sufficient to explain the effectiveness of two-sided messages
Summary
Two-sided messages are communications in which a source integrates both positive and negative sides about a product while favoring one side to persuade the audience (Hovland 1954). A considerable stream of research, including Allen’s (1991) meta-analysis, demonstrates the enhanced persuasiveness of two-sided messages compared to their one-sided counterparts (Swinyard 1981; Etgar and Goodwin 1982; Lang et al 1999; Eisend 2007, 2008, 2010; Cornelis et al 2015; Pizzutti et al 2016), which often results in superior purchase intentions (Eisend 2007). In a review of Allen’s meta-analysis, O’Keefe (1999) warns that conclusions based on this study should not be accepted uncritically. He argues that the misclassification of studies within the meta-analysis and its inadequate literature search provides sufficient reason to question
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