Abstract
This study explores how to enhance the effectiveness of one-sided advertising based on time-connectedness theory, especially for products resisted by customers. If managers can find a way to persuade consumers who initially reject a product or a service, they can improve one-sided advertising effectiveness. This study uses cognitive association to help connect the current self of participants with their temporal self, which it was hypothesized could help change their initial negative attitude. This hypothesis was verified through two studies, involving 335 and 312 student participants respectively. We found that participants changed initial negative attitude after exposure to time-connected advertising. This change was influenced by their need for cognition (NFC)—individuals with high NFC were more likely to be persuaded (to develop a more positive attitude toward advertising) through role transportation. As for individuals with low NFC, initial negative attitude among them was less likely to change through role transportation. The findings indicate to best reduce audience resistance and enhance advertising effectiveness, that marketing personnel need to know whether the audience’s (initial) attitude toward a product or service is negative or positive before selecting or developing advertising appeals.
Highlights
When an advertisement from a manufacturer or a sales representative on a shop floor gives a persuasive suggestion or information that may change one’s attitude, the words “Well, perhaps, but...” may cross one’s mind; in that case, persuasion resistance has appeared (Knowles & Linn, 2004)
The goal of advertisements that provide one-sided information is to foster a positive attitude towards this brand or service in the target audience
Previous studies argue that two-sided advertising is the most effective way to reduce the resistance of consumers toward given products or services
Summary
When an advertisement from a manufacturer or a sales representative on a shop floor gives a persuasive suggestion or information that may change one’s attitude, the words “Well, perhaps, but...” may cross one’s mind; in that case, persuasion resistance has appeared (Knowles & Linn, 2004). The goal of advertisements that provide one-sided information is to foster a positive attitude towards this brand or service in the target audience. Previous research advocates two-sided advertising (providing both advantageous and adverse information) as a way to overcome an initial negative attitude towards certain products (Ertz, Jo, Karakas, & Sarigöllü, 2021; Schmitt, Caspari, Wulf, Bloch, & Rieger, 2021). Research results show that the provision of advantageous and adverse information about the products improves source reliability, consumers’ attitude towards the products, and their willingness to buy products (Crowley & Hoyer, 1994; Eisend, 2006, 2010; Xu & Petty, 2021). When there is adverse information about the products in the advertisements, consumers think that the manufacturers are telling the truth, since they would not lie to their ijms.ccsenet.org
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