Message Sidedness Research Articles

Media-induced emotions and message sidedness in corporate crises

PurposeThis study examines the interplay between media-induced emotional crisis framing (anger vs sadness) and message sidedness of crisis response on publics’ attribution of crisis responsibility as well as subsequent company evaluation and supportive behavioral intention.Design/methodology/approachA 2 (emotion: anger vs sadness) x 2 (crisis response: one-sided vs two-sided) online experiment was conducted among 161 participants in the USA.FindingsResults showed that anger-inducing media framing of the crisis elicited higher levels of crisis responsibility attribution and more negative company evaluation, compared with sadness-inducing media framing. One-sided message response was more effective than two-sided message response in lowering attribution of crisis responsibility when sadness was induced, but no difference was found under the anger-induced condition. Attribution of crisis responsibility fully mediated the effects of emotional crisis framing on company evaluation and supportive behavioral intention toward the company.Originality/valueThis study is among the first to examine the interaction effect between emotional media framing and response message sidedness in an ambiguous crisis. Drawing on the interdisciplinary theoretical frameworks, this study integrates the situational crisis communication theory, appraisal-tendency framework and message sidedness in persuasion literature. As such, it contributes to theoretical development in crisis communication and offers communication managers guidance on how to effectively address emotionally framed crises.

Pathways to informed choices: The impact of freedom of choice and two-sided messages on psychological reactance and vaccination intentions among individuals who express concerns

BackgroundReducing the spread of infectious diseases through vaccination faces the challenge of vaccine hesitancy: referring to questions, concerns and doubts arising when making a vaccine-related decision. A motivational state often arising within people exposed to health messages supporting informed decision making is psychological reactance, functioning as a driver to behavior opposed to the one recommended through the health message. Hence, there is a pressing need for communication strategies effective in counteracting reactance to health messages. MethodsThis study tested two communication strategies that can potentially reduce psychological reactance and ameliorate evaluations of the message and subsequent behavioral vaccination intentions in the context of COVID-19. These were: (1) explicitly reminding individuals of their freedom of choice (to either accept or refuse the vaccine) and (2) providing a two-sided message, including, apart from evidence-based information on the necessity of vaccines, a set of concerns, and questions (about the vaccines) which are refuted immediately. A total of 234 participants who indicated having concerns about the COVID-19 vaccine participated in a 2 (freedom of choice: no choice vs. choice) × 2 (message sidedness: one-sided vs. two-sided) between-subjects online experiment where they received an informational brochure about COVID-19 vaccination. ResultsThe results show that emphasizing freedom of choice significantly increased perceived credibility of the message, perceived information utility, and ultimately, vaccination intentions. A decrease in psychological reactance mediated these effects. Message sidedness did only show a significant direct effect on perceived information utility. No interaction effect was found. ConclusionThese findings indicate the importance of freedom of choice in reducing psychological reactance, which in its turn can lead to an increase of positive message evaluations and vaccination intentions among individuals who express concerns. The opportunities of message sidedness as an efficacious vaccination communication strategy should be further investigated.

Employing face reading technology to study the effects of the fake news' message sidedness on consumers' emotional valence and arousal

PurposeThis study aims to investigate how message sidedness affects the impact of fake news posted on social media on consumers' emotional responses.Design/methodology/approachThe study involves a face-tracking experiment in which 198 participants were exposed to different fake news messages concerning the COVID-19 vaccine. Specifically, participants were exposed to fake news using (1) a one-sided negative fake news message in which the message was entirely unfavorable and (2) a two-sided fake news message in which the negative message was mixed with favorable information. Noldus FaceReader 7, an automatic facial expression recognition system, was used to recognize participants' emotions as they read fake news. The authors sampled 17,450 observations of participants' emotional responses.FindingsThe results provide evidence of the significant influence of message sidedness on consumers' emotional valence and arousal. Specifically, two-sided fake news positively influences emotional valence, while one-sided fake news positively influences emotional arousal.Originality/valueThe current study demonstrates that research on fake news posted on social media may particularly benefit from insights regarding the potential but often overlooked importance of strategic design choices in fake news messages and their impact on consumers' emotional responses.

How message appeals and prior product use influence information processing, risk perceptions, trust, attitudes, and genetic test purchase intentions.

Within the direct-to-consumer (DTC) genetic test industry, attracting customers can be difficult especially due to the highly sensitive nature of these products. How these tests are communicated to consumers may be one avenue in which companies can impact customer purchase intentions. A 2 (message sidedness: one-way vs. two-way refutational) x 2 (hedging: present vs. absent) between-subjects experiment was conducted to understand how message features and prior product use influence information processing, risk and trust perceptions, and attitude toward the genetic test, which in turn, may influence direct-to-consumer (DTC) genetic test purchase intentions. Results demonstrated that having used a genetic test in the past predicted participants' trust in the company, information processing, and risk judgments; however, among those who used a genetic test, viewing a message that included hedging tended to increase their trust in the message. Trust in the message and company, information processing, and risk judgments significantly predicted participants' attitudes toward genetic testing, which in turn predicted their purchase intentions. The results suggest that in the context of DTC genetic test messaging, practitioners should strive to increase consumer trust in the message and the company and facilitate information processing, and they should work to diminish perceived risk. These results suggest opportunities for identifying other message features that may influence message and company trust, information processing, risk judgments, and attitudes related to DTC genetic testing.

The Effects of Gain-Loss Framing and Message Sidedness on GMO Acceptance: The Mediating Role of Psychological Reactance

Misinformation about GMOs (genetically modified organisms) circulated on social media has negatively impacted people’s beliefs and behaviors. This study explores whether and how the information element of online news can improve public attitudes toward controversial issues such as GMOs. For this purpose, a 2 (gain vs. loss frames) x 2 (one-sided vs. two-sided messages) experimental design is adopted. The results of ANCOVA show that those exposed to two-sided messages showed greater levels of GMO acceptance compared with those exposed to one-sided messages. A significant interaction effect on GMO acceptance was also found, demonstrating that a two-sided message focusing on the gain frame showed the highest levels of GMO acceptance. In addition, the effects of message sidedness and gain-loss frames on GMO attitudes are mediated by psychological reactance. Specifically, two-sided messages, compared to one-sided messages, led to lower GMO risk perceptions and higher GMO acceptance by reducing psychological reactance. Furthermore, compared to loss-framed messages, gain-framed messages decreased GMO risk perceptions and increased GMO acceptance by lowering participants’ psychological reactance. These results can provide a deeper understanding of the mechanism by which news messages might influence individuals’ acceptance of scientific information through activating psychological reactance.

The Effects of Gain-Loss Framing and Message Sidedness on GMO Acceptance: The Mediating Role of Psychological Reactance

Misinformation about GMOs (genetically modified organisms) circulated on social media has negatively impacted people’s beliefs and behaviors. This study explores whether and how the information element of online news can improve public attitudes toward controversial issues such as GMOs. For this purpose, a 2 (gain vs. loss frames) x 2 (one-sided vs. two-sided messages) experimental design is adopted. The results of ANCOVA show that those exposed to two-sided messages showed greater levels of GMO acceptance compared with those exposed to one-sided messages. A significant interaction effect on GMO acceptance was also found, demonstrating that a two-sided message focusing on the gain frame showed the highest levels of GMO acceptance. In addition, the effects of message sidedness and gain-loss frames on GMO attitudes are mediated by psychological reactance. Specifically, two-sided messages, compared to one-sided messages, led to lower GMO risk perceptions and higher GMO acceptance by reducing psychological reactance. Furthermore, compared to loss-framed messages, gain-framed messages decreased GMO risk perceptions and increased GMO acceptance by lowering participants’ psychological reactance. These results can provide a deeper understanding of the mechanism by which news messages might influence individuals’ acceptance of scientific information through activating psychological reactance.

When transparency pays off: Enticing sceptical consumers with two‐sided advertising

AbstractIt has been generally assumed that higher levels of scepticism towards advertising invariably lead to higher resistance to advertising appeals. The main purpose of the present research was to examine whether highly sceptical consumers' resistance can be overcome by appeals associated with higher credibility. We tested our hypotheses using message sidedness as an advertising variable that has been associated with higher (two‐sided) versus lower (one‐sided) credibility. In three experimental studies, we examined more versus less sceptical consumers' responses to two‐ versus one‐sided appeals. We found that two‐sided messages are more effective in increasing purchase intentions, through enhanced credibility, but only for consumers who are more sceptical of advertising. Less sceptical consumers trust both messages equally and their purchase intentions are not affected by the type of message. Importantly, we also showed that highly sceptical consumers trust two‐sided appeals as much as their less sceptical counterparts. The study contributes to the literature on advertising and persuasion knowledge by showing that advertising scepticism does not elicit a single response tendency, as originally conceptualized. Rather, advertising scepticism is more consistent with the underpinnings of the Persuasion Knowledge Model, in that higher knowledge about persuasion tactics aids consumers to better cope with, and not invariably resist persuasion attempts. We conclude that transparency pays off because it may entice a more sceptical audience and, at the same time, it does not harm less sceptical consumers' trust and purchase intentions.

How to strategically disclose sponsored content on Instagram? The synergy effects of two types of sponsorship disclosures in influencer marketing

Given the burgeoning usage of influencers in social media marketing, the need to understand how consumers react to sponsored messages is on the rise. Drawing on the signaling theory, Elaboration Likelihood Model (ELM), and the message sidedness literature, this study illustrates the interaction effect between two types of sponsorship disclosures—brand influence disclosure (brand vs. honest opinion) and compensation type disclosure (gift vs. payment vs. sales commission)—on purchase intentions via influencer credibility, influencer-follower parasocial interaction (PSI), and brand attitudes. Through an experiment with 401 female participants, we found that a proper combination of these two types of disclosures generates a two-sided disclosure message and motivates people to scrutinize this two-sided message, which will boost influencer credibility, PSI, brand attitudes, and eventually, purchase intentions.

Message Sidedness in Health Claims: Roles of Mood State, Product Involvement, and Self-Rated Health Status.

Most of the previous studies with respect to message sidedness mainly focus on the effect of message sidedness in advertising on behavior of consumers and it is unknown how consumers respond to different message sidedness when a one-sided or two-sided message in claims shown on the package of a healthy food product. This study explores the underlying mechanisms how consumers respond to different message sidedness in claims. The results indicate that two-sided messages in claims are more persuasive than one-sided messages because they pass the “sufficiency threshold.” In addition, the results of this article show that mood state, product involvement, and self-rated health of individuals moderate the relationship between message sidedness in claims and product evaluation.

Are they being authentic? The effects of self-disclosure and message sidedness on sponsored post effectiveness

The importance of social media for advertising and marketing has brought growing interest and investment into sponsored influencers. However, much is unknown about the effectiveness of influencers, including the mechanisms by which these online personalities build and maintain authentic image. This study examines two important elements, influencers’ self-disclosures (present vs. not present) and message sidedness (one-sided vs. two-sided), to explain the effectiveness of influencer marketing. Findings revealed that Instagram product reviews with two-sided messages yielded higher influencer authenticity, influencer credibility, ad attitudes, and eWOM intentions than Instagram product reviews with one-sided messages. Results also revealed that the perceived authenticity and credibility of influencers with two-sided messages mediated effects on ad attitude, brand attitudes, purchase intention, and eWOM intention. Self-disclosure was not impactful, nor did product involvement moderate effects of influencer posts. Theoretical, practical, and managerial implications are considered, indicating that two-sided messages are advantageous for influencers and the brands who sponsor them, while self-disclosure is less consequential.

Informing, implying or directing? Testing the effects of message sidedness, conclusiveness and their interaction in national and local Google Ads campaigns

PurposeThis study aims to apply and test the effectiveness of message sidedness and conclusiveness in Google Ads advertising.Design/methodology/approachFour field experiments on Google Ad campaigns were conducted on the topics of energy and environment, the water–energy–food nexus, and a Higher-Ed program (at the national and local levels).FindingsTwo-sided search engine advertisements are more effective than one-sided advertisements in national campaigns but less effective in local campaigns. In national campaigns, conclusive search engine advertisements are more effective in increasing impressions and clicks, but inconclusive advertisements are more effective in increasing the click-through rate (CTR); in local campaigns, inconclusive advertisements are more effective when being one-sided, while conclusive advertisements are more effective when being two-sided. Overall, the two-sided and inconclusive advertisement generates the best results in a national campaign, but the one-sided and inconclusive advertisement generates the best results in a local campaign.Originality/valueAs the first to test sidedness and conclusiveness with Google Ads advertising, the paper provides theoretical and practical suggestions to search engine marketers by identifying the effective copywriting strategies, moderating factors and more measurements of effectiveness.

Message Sidedness Effects in Advertising: The Role of Yin-Yang Balancing Theory

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).

Integrating Reasoned Action Approach and Message Sidedness in the Era of Misinformation: The Case of HPV Vaccination Promotion

ABSTRACT Building upon extant research on the reasoned action approach and message sidedness, this study investigates the persuasive effects of one-sided and two-sided social media messages on the attitude about human papillomavirus (HPV) vaccination in the context of misinformation. Results of a controlled experiment (N = 251) indicated that compared to the control, one-sided messages addressing misinformation increased positive attitude about the vaccine as prior misperceptions increased. However, a backfire effect may be looming for individuals with lower prior misperceptions. Within the sidedness conditions, refutational two-sided messages were more effective in increasing cognitive attitude for individuals with lower misperceptions; whereas one-sided messages had a persuasive advantage for individuals with higher misperceptions. Theoretical and practical contributions are discussed.

Free flu shots vs herd immunity in flu vaccination advertising: the interaction of attribute type and message sidedness on flu vaccination judgment

Purpose This study aims to examine how the relative importance of a search versus a credence attribute, strategically addressed in a flu vaccination advertisement, varies as a function of message sidedness. A search attribute was designed to highlight the affordability of flu shots, and a credence attribute addressed the potential health benefits of flu vaccination. Design/methodology/approach Two experiments were designed to explore how the relative persuasiveness of search versus credence attributes varies as a function of message sidedness in the context of flu vaccination advertising. In Experiment 1, the search–credence attribute type was manipulated by addressing either the affordability (e.g. “Get free flu shots”) or indirect health benefits of flu vaccines (e.g. “Improve herd immunity/community health”). In Experiment 2, an individual-level credence attribute (e.g. “Strengthen your immune system”) was created and compared to the other two attribute conditions used in Experiment 1: a search versus a societal credence versus an individual credence attribute. Findings Experiment 1 (N = 114) revealed the relative advantage of a search attribute (free flu shots) in the two-sided persuasion. Experiment 2 (N = 193) indicated that the persuasive impact of a societal credence attribute (herd immunity/community health) was greater in the two-sided message condition (vs one-sided message condition). Originality/value Relatively little research has examined how consumers respond to strategic flu prevention and vaccination messages promoting either credence or search attributes. Motivated by the need to investigate the relative effectiveness of stressing “herd immunity” versus “free flu shots” in flu vaccination advertising, this study examines how the effects of these distinct attributes on flu vaccination judgments differ between two-sided (e.g. “No vaccine is 100% effective”) and one-sided persuasion.

Two-Sided Messages Promote Openness for Morally Based Attitudes.

This research demonstrates that two- versus one-sided counterattitudinal messages can encourage people with a strong moral basis for their attitudes to be more open to contrary positions. Studies 1A/B demonstrated that the interaction between moral basis and message sidedness was present not just for a controversial issue with balanced views in society but also for a topic with a majority opinion. In Study 2, the relative effectiveness of two- over one-sided messages for people with a moral attitude basis was shown to occur only when the two-sided message respectfully acknowledged the recipient's side. In Study 3, the effect was replicated in a preregistered experiment. Furthermore, moral bases provided unique predictive power beyond alternative attitude strength indicators. Across all studies, perceived appreciation of the speaker acknowledging the recipient's view mediated the impact of the independent variables on openness.

Countering the “Harmless E-Cigarette” Myth: The Interplay of Message Format, Message Sidedness, and Prior Experience With E-Cigarette Use in Misinformation Correction

A 2 ( message format: story vs. nonstory) × 2 ( message sidedness: one sided vs. two sided) between-subjects experiment tested the effectiveness of narrative communication as a potential tool for correcting misinformation about e-cigarettes. Results revealed that stories were more emotionally involving and engaging than nonstories but did not reduce counterarguing when used as correctives. The study found that prior experience of e-cigarette use moderated the interaction between message format and message sidedness. For participants who had never used e-cigarettes, the one-sided story was favored. However, for participants who had smoked e-cigarettes before, the advantages of the one-sided story disappeared.

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Advertising in disguise? How disclosure and content features influence the effects of native advertising

Abstract Native advertising has recently become a prominent buzzword for advertisers and publishers alike. It describes advertising formats which closely adapt their form and style to the editorial environment they appear in, intending to hide the commercial character of these ads. In two experimental studies, we test how advertising disclosures in native ads on news websites affect recipients’ attitudes towards a promoted brand in a short and long-term perspective. In addition, we explore persuasion through certain content features (i. e., message sidedness and use of exemplars) and how they affect disclosure effects. Results show that disclosures increase perceived persuasive intent but do not necessarily decrease brand attitudes. However, disclosure effects do not persist over time and remain unaffected by content features.

Stealing Thunder in Negative Political Advertising: The Persuasive Impact of One-sided and Two-sided Negative Messages on Partisan Individuals

Although two-sided persuasion is a common technique in political speeches, few research has reported the relative persuasiveness of a one-versus two-sided message in the context of negative political advertising. Participants ( N = 116) viewed a negative political ad, varying in message sidedness (one-sided vs. two-sided) and partisan match (partisan-match vs. partisan-mismatch vs. unaffiliated). Multivariate results revealed the relative advantage of two-sided persuasion in the partisan-match condition where participants viewed a negative ad targeting their supporting party candidate. One-sided persuasion was more effective in the partisan-mismatch condition where participants viewed a negative ad criticizing the opposition party candidate. Implications for the practice of strategic negative political campaigns were discussed.

Restaurant information cues, Diners’ expectations, and need for cognition: Experimental studies of online-to-offline mobile food ordering

The online-to-offline (O2O) food delivery market is booming worldwide in recent years. Yet, what factors influence diners' O2O food ordering behaviors are still not well understood. Adopting the elaboration likelihood model, this study examined how restaurant-generated information cues in O2O mobile apps impacts diners' expectations. The results from three experimental studies found that restaurant-generated information cues in mobile apps (i.e., message sidedness, information load, and image cues) influenced diners’ expectations differently depending on the levels of need for cognition. Findings of this study provide important implications for the restaurant industry to design marketing messages more effectively via O2O foodservice apps.