Message Sidedness Research Articles

The Interaction Effect of Type of Message X YouTuber’s Media Metrics on Customers’ Responses and the Moderation of Conformity Intention

This is a study of the way in which YouTubers’ media metrics influence the effect of their one-sided messages (1SMs) and two-sided messages (2SMs), providing theoretical explanations based on the elaboration likelihood model. Its main objective is the proposition and testing of: (i) the interaction effect between type of message and media metrics of the YouTuber on customers’ responses, and (ii) the moderation of individuals’ conformity intention for the interaction effect between type of message and media metrics on customers’ responses. The results of an experiment showed that high YouTubers’ media metrics have more effect for 1SMs and less effect for 2SMs. Additionally, conformity intention moderates the effect of the interaction type of message X media metrics. A high level of conformity intention neutralizes the interaction effect between YouTubers’ media metrics and message sidedness. This study makes a theoretical contribution to research into online content and information use, providing explanations of how media metrics of a vlog influence the effect of two types of messages.

The ambivalence story: using refutation to counter the negative effects of ambivalence in two-sided messages

This research establishes attitude ambivalence as an explanation for previous inconsistent results concerning two-sided messages’ effectiveness. The results of a regression study show that the more ambivalence a two-sided message evokes, the less effective it is in terms of attitudes and intentions (study 1a). In a second study (study 1b), we validate this effect in a between-subjects factorial design, and confirm that when a two-sided message evokes high (vs. low) ambivalence, message effectiveness deteriorates. Study 2 shows that these dire effects of high ambivalence in two-sided messages can be resolved by explicitly refuting the negative attributes in the message. Refutational messages overcome the negative effects of high ambivalence on attitudes and intentions. This research advances and deepens literature on message sidedness and refutational messages, while also offering practical recommendations on how to remedy cases of high ambivalence in two-sided messages.

Sustainable brand image: an examination of ad–brand incongruence

Purpose The purpose of this paper is to examine how consumer attitudes are affected by corporate brands that have newly adopted a sustainable brand image. Specifically, this paper examines consumer responses to ad–brand incongruity and tests whether two-sided messages yield greater acceptance of incongruence. Design/methodology/approach In total, 528 responses were collected via an online experiment using a 3×2 between-subjects factorial design which manipulated three levels of perceived ad–brand congruence (congruent, moderately incongruent and extremely incongruent) and two levels of message sidedness (one- and two-sided). Findings Results indicate that brand managers have to be careful not to create ad–brand incongruence after adopting new brand values and should avoid two-sided messages during this period. Originality/value This paper tests the use of two-sided messages as resolution hints for ad–brand incongruence and furthers the corporate branding literature incorporating sustainability.

Disclosing sponsored Instagram posts: the role of material connection with the brand and message-sidedness when disclosing covert advertising

Regulation prescribes that sponsored social media posts should clearly disclose their material connection with brands. However, research on the impact of such disclosures is limited. This study used an experimental 4 × 2 between-subjects design (N = 414), reflecting different types of material connections between the influencer and the brand and two kinds of message sidedness, to investigate how the sponsorship disclosure affects consumers' responses to sponsored Instagram posts. Findings show that including a sponsorship disclosure (compared to no disclosure) negatively affects brand attitude through enhanced ad recognition, which activates ad skepticism, which, in turn, negatively affects the influencer's credibility. Further, results show a significant moderated mediation effect in that source's credibility and, consequently, brand attitude was only negatively affected when the influencer used a one-sided message and not when the message was two-sided. Also, influencers who post genuine product recommendations and thus have no commercial relationship with the brand, do well by explicitly mentioning this. Iincluding a statement that a post is not sponsored, rather than leaving thisit unclear whether their post is sponsored, may generate more positive brand responses through lowered ad recognition and skepticism.

Making sense of credibility in complex information environments: the role of message sidedness, information source, and thinking styles in credibility evaluation online

ABSTRACT An experiment using a representative sample of US. Internet users in the context of online encyclopedias is conducted to understand how the type of information source (expert-generated, user-generated, or hybrid [both expert- and user-generated]) and message sidedness (one- versus two-sided) affect perceived information credibility. Additionally, individual differences in cognitive styles, including need for cognition and flexible thinking, are hypothesized to moderate these relationships. Results showed that expert-generated messages are regarded as most credible, whereas two-sided messages were only perceived as more credible than one-sided messages when originating from a hybrid source. Moreover, the effect of message sidedness is stronger among people with higher flexible thinking, but not among those with high need for cognition. This study extends knowledge of source type to include the diversity of possibilities available online today, clarifies how message sidedness and type of information source affect the perceived credibility of online information, and offers new insight into how individual psychological differences affect the evaluation of online information credibility, including the identification of flexible thinking as an important variable in this domain. Results of this study help to clarify how people navigate the wide diversity of information options available today in efforts to locate credible information to guide their attitudes and behaviors.

Effects of Message Sidedness of Fashion Salespersons on Consumer Behavior -Focusing on the Mediating Effects of Salespersons' Trust and Cognitive Effort-

Message sidedness of fashion salespersons on consumer behavior with the consideration of the mediating roles of trust and cognitive efforts, and the moderation of a regulatory focus of consumers. Two scenarios were devised, a single message in which a salesperson explains only the advantages of a product to customers, and the second with a double message that explains both the advantages and drawbacks of the product. The results showed that participants trusted a fashion salesperson more and perceived stronger cognitive effort for two-sided messages. The two-sided messages mediated the consumer''s trust in the salesperson and cognitive effort, and influenced consumers'' buying behavior. This study also found that salesperson trust was stronger in the two-sided messages scenario than in the one-sided message scenario, regardless of consumers'' focused preference, and that it was more effective for promotion focus customers. The analysis of the results on consumers'' cognitive effort indicated that prevention focused customers did not exhibit any difference in cognitive effort concerning two-sided messages. However, promotion focused customers exhibited an increased cognitive effort in the two-sided message scenario than in the one-sided message scenario. Marketing implications were discussed based on the findings.

평창 동계 올림픽의 메시지 측면성, 메시지 프레이밍, 개최 지지변화의 영향관계 분석 : 조절 초점의 조절효과를 중심으로

평창 동계 올림픽의 메시지 측면성, 메시지 프레이밍, 개최 지지변화의 영향관계 분석 : 조절 초점의 조절효과를 중심으로

Advocating a New Approach to Governing Water, Energy, and Food Security: Testing the Effects of Message Inoculation and Conclusion Explicitness in the Case of the WEF Nexus

Message sidedness, including its later format inoculation, and conclusion explicitness have been identified by researchers as two prominent message factors that may influence advocating effects. Two-sided messages, which contain both supporting and opposing information about the issue, particularly those containing inoculation components that refute the negative side, are found to be more effective than one-sided messages. Messages with explicit conclusions are also found to be more persuasive than those that let the audience draw the conclusions themselves. This study tested the persuasion effectiveness of message inoculation and conclusion explicitness on a new scientific concept, the water–energy–food (WEF) nexus, of which the public has little knowledge. This study used five randomly assigned groups (total N = 524) and found that messages with explicit conclusions are more persuasive than those with implicit conclusions; however, it found no difference between the effectiveness of one-sided messages and of refutational two-sided messages. The study suggests that a clear conclusion is necessary to communicate the WEF nexus for a better approach to managing the megacrisis of water, energy, and food security.

Increasing Help-Seeking Outcomes among People with Elevated Depressive Symptomatology with Public Service Announcements: An Examination of Functional Matching and Message Sidedness

The current experimental study assessed the utility, and potential harm, of depression public service announcements (D-PSAs) that were matched, moderately matched, or mismatched based on attitude function (i.e., social-adjustive or object-appraisal) and either one-sided or refutational two-sided. US adults (N = 567) with mild to severe depressive symptomatology were randomly assigned to view control messages or one set of D-PSAs. Results indicate that functionally matched D-PSAs, regardless of message sidedness, caused more favorable help-seeking outcome expectations, attitudes, and intentions compared to the control messages. Exposure to the mismatched D-PSAs, particularly refutational, led to less-favorable help-seeking outcome expectations, attitudes, and intentions compared with the control condition. Help-seeking outcomes among those exposed to the moderately matched messages were not significantly different from those exposed to the control messages, with the exception of those exposed to the one-sided moderately matched messages. The one-sided moderately matched messages resulted in lower help-seeking intentions than the control messages. Overall, results indicate that if messages can be tailored to match the recipients’ attitude functions, help-seeking outcomes among people with heightened depressive symptomatology can be increased. However, the results also indicate that some D-PSAs can have negative effects.

Changing farmers’ behavior intention with a hint of wit: The moderating influence of humor on message sidedness

This study investigates how to change farmers' unsustainable use of anthelmintic drugs. More specifically, it focuses on discouraging this behavior by using message sidedness in a humorous advertisement. The effects of the message on intentions to change behavior were measured through a cognitive and affective route of persuasion. Using a 2 (message sidedness: one-sided vs. two-sided) x 2 (humor: humorous vs. non-humorous message framing) between-subjects design (N=167), we tested the persuasiveness of the advertisement. Results show that a two-sided message without humor evoked more negative cognitive responses (e.g. negative thoughts), than a one-sided message, leading to fewer changes in behavioral intention. However, a two-sided message resulted in increased pro-environmental behavioral intention compared to a one-sided message when humor was used as a frame in the advertisement.

Corporate message strategies for global CSR campaigns

PurposeThe purpose of this paper is to examine multinational corporations’ (MNCs) response strategy in social media to effectively communicate their international CSR practices.Design/methodology/approachAn experiment was conducted by adopting a case of an MNC’s globalized CSR campaign in United Arab Emirates. The interaction effects of corporate communication strategy and company’s response sidedness were examined as well as a mediating role of the perceived altruism.FindingsThe current study suggests how two-sided response strategy can be applied and benefits MNCs’ international CSR campaigns. The findings demonstrate that a company’s two-sided response helps to increase people’s attitude toward the company and word-of-mouth intention through enhanced perceived altruism when the company has no prior CSR experience in a host country.Practical implicationsThe current study provides insights on how to respond to negative publicity in social media. MNCs are suggested to use different response strategies based on their prior CSR experience in a host country.Originality/valueThe success of CSR depends on how consumers take the message and perceive a company’s motive of CSR. The current study examines how to best respond to the consumers’ criticism by utilizing message sidedness strategies depending on the company’s presence of CSR.

과학 커뮤니케이션에서 메시지 측면성과 과학 신념의 효과 분석

우리나라 공중은 유전자 재조합 식품이나 방사선 조사 식품, 식품 첨가물 등 식품 안전에 대한 불안도가 매우 높다(유현정·주소현, 2014). 또한 우리나라 공중은 식품 안전과 관련된 정부의 발표 또는 정보를 신뢰하지 않는 것으로 조사되었다. 하지만 우리나라 정부 차원에서 추진되고 있는 과학 커뮤니케이션 수준은 선진국에 비해 아직 미흡한 실정이다(유현정, 2013; Yoo, 2013). 이런 측면에서, 이 연구는 식품의약품안전처의 일방향적인 과학 커뮤니케이션 형태의 문제점을 되짚어본 후, 공중을 배려한 과학 커뮤니케이션의 양태를 탐색하였다. 특히 기존 연구에서 거의 살펴보지 않았던 메시지 측면성과 과학 신념 간의 상호작용 효과에 주목하였다. 보다 구체적으로, 이 연구는 MSG를 중심으로 식약처의 메시지가 담고 있는 측면성(일면/양면), 과학 신념(진리주의/논쟁주의)이 MSG 위험 인식 · MSG 섭취 태도 · MSG 섭취 의도에 유의한 효과가 있는지 검증하였다. 그 결과 메시지 측면성과 과학 신념이 이들 변수에 중요한 요소로 작용하는 것으로 나타났다. MSG에 대해 긍정적 정보만을 내포한 일면적 메시지가 긍정적·부정적 정보를 모두 내포한 양면적 메시지보다 더 높은 위험 인식 결과를 초래했다. 즉, 식약처가 현재의 과학 커뮤니케이션 전략을 재수립할 필요가 있음을 보여 주었다. 또한 논쟁주의(Debate)적 과학 신념이 진리주의적(Truth) 과학 신념보다 MSG 섭취 의도에 더 긍정적인 결과를 이끌었다. 동시에 메시지 측면성과 과학 신념은 MSG 섭취 태도에 상호작용을 보였다. 일면적인 메시지를 접한 사람들은 진리주의(Truth)일 때, 양면적인 메시지를 접한 사람들은 논쟁주의(Debate)일 때 MSG 섭취 태도가 호의적이었다. 이러한 연구 결과는 안전성 논란이 대두되고 있는 MSG에 대해 식품의약품안전처가 활용할 수 있는 실질적인 커뮤니케이션 전략 방향을 제시한다는 점에서 실무적 함의를 지닌다.

Understanding the effects of different review features on purchase probability

ABSTRACTThe role of electronic word-of-mouth (eWOM) has been recognized by marketers and academics, but little research has examined the impact of eWOM on purchase behavior. Building on dual-process models of persuasion, this study aims to disentangle the effect of different online review features (i.e. argument quality, review valence, review helpfulness, message sidedness, source credibility and reviewer recommendation). Using product reviews and purchase data from an online retailer website, we investigate the financial impact of online product reviews on purchase decisions. The results demonstrate the persuasive power of different review features that are derived from dual-process models of information processing. Managerial implications on how advertisers and companies should design and manage online product reviews are offered.

A Study on the Interaction Effects of Message Sidedness, Rewarded Recommendation, Regulatory Focus, and Involvement Level on e－WOM Effect

A Study on the Interaction Effects of Message Sidedness, Rewarded Recommendation, Regulatory Focus, and Involvement Level on e－WOM Effect

The Effects of Message Sidedness and Media Type on News Credibility and Attitude in the Unification News : The Role of Persuasion Knowledge

본 연구의 목적은 통일 뉴스의 메시지 측면성과 전달되는 미디어 유형에 따른 뉴스의 신뢰도, 통일에 대한 태도의 차이를 살펴보고 그 과정에서 뉴스의 설득 의도를 파악하는 설득지식의 효과가 있는지를 알아보는 것이다. 이를 위해 메시지의 측면성(일면적 메시지 vs. 양면적 메시지)과 미디어의 유형(정부의 홍보 책자 vs. 지인의 페이스북)을 독립변인으로 하는 2 × 2 요인 설계 실험 연구를 진행하였다. 통일 관여를 공변인으로 통제한 후 종속변인인 뉴스 신뢰도 및 통일 태도, 그리고 설득지식에 대한 ANCOVA를 실시하였고 설득지식의 매개 변인 여부를 검증하였다. 그 결과, 뉴스 신뢰도는 양면적 메시지가 일면적 메시지에 비해 더 높게 나타났다. 통일 태도에 대한 메시지의 측면성과 미디어 유형은 통계적으로 유의하지 않았고 공변인으로 통제한 통일 관여만이 통계적으로 유의하게 나타났다. 설득지식에 대해서는 양면적 메시지가 일면적 메시지보다 낮게 나타났고 페이스북은 통일 책자보다 낮은 것으로 나타났다. 설득지식의 매개 효과는 메시지의 측면성이 뉴스의 신뢰도에 영향을 미치는 과정을 부분적으로 매개하는 것으로 나타났다.

Effects of suspicion on the perception of online referrals: the role of congruity and message sidedness

This research investigates how a consumer's suspicion that an online referral may result from marketers' involvement affects referral persuasiveness. Two referral characteristics are examined in this regard: referral congruity and message sidedness. It is demonstrated that referral congruity can motivate consumers to question the authenticity of online referrals and that message sidedness determines subsequently the type of motive attributed to observed referral behaviour. It is further shown that the perceived referral motive affects attitudes toward the recommended item as well as purchase intentions. Based on the findings implications are drawn for planning effective referral campaigns.

Effectiveness of Online Best Reply on Consumers’ Perception of Product Quality - Message Sidedness, Strength and Consumer Experience

본 연구는 온라인 환경에서 소비자들이 생산하는 제품 관련 댓글이 소비자들의 제품 품질 지각에 어떠한 영향을 미치는지에 대해 살펴보았다. 본 연구에서 활용한 독립변인의 경우 온라인 베스트 댓글의 내용과 온라인 베스트 댓글의 강도, 그리고 소비자의 제품경험 과정에서 발생하는 제품 간 품질 차이가 활용되었으며, 이러한 영향 관계에 대해 각 변인별 상호작용 효과가 존재하는지 검증하였다. 분석 결과 온라인 베스트 댓글의 내용이 소비자들의 제품 품질 지각 과정에 유의미한 영향을 미치는 것으로 나타났으며, 이러한 영향력에 있어서 베스트 댓글의 강도(찬성/반대 비율)가 조절적 역할을 하는 것으로 확인되었다. 또한 제품 간 품질 차이가 크지 않은 경우엔 베스트 댓글의 영향력이 작용하나, 제품 간 품질 차이가 큰 경우에는 베스트 댓글의 영향력이 감소하는 것으로 나타났다. 이 같은 연구 결과는 제품의 품질 차이와 소비자들의 온라인 댓글 반응을 동시에 고려하여 마케팅 전략에 반영할 필요가 있음을 시사하며 연구 결과를 바탕으로 이론적 실무적 시사점을 제시하였다.

Can two-sided messages increase the helpfulness of online reviews?

Purpose – Online reviews are increasingly available for a wide range of products and services. Several studies have demonstrated the benefits of the presence of customer reviews to an online retailer, but the issue of what makes online reviews helpful to a consumer in the process of making a purchase decision remains uninvestigated. The paper aims to discuss this issue. Design/methodology/approach – Given the strategic potential of online reviews, this study drew on past research to develop a conceptual understanding of the components of helpfulness and to further empirically test the model using actual online review data from iPeen.com in Taiwan. A content analysis of 989 reviews across four products identified the interplay effects of review sidedness, reviewer’s expertise, and product type on the helpfulness of an online review. Findings – For search goods, consumers consider two-sided reviews to be more helpful than one-sided reviews when the reviewers are experts in writing such articles, whereas they consider two-sided reviews to be equally helpful as one-sided reviews when the reviewers are novices. Conversely, for experience goods, consumers consider one-sided reviews to be more helpful than two-sided reviews when the reviewers are experts in writing review articles, but they consider one-sided reviews to be equally helpful as two-sided reviews when the reviewers are novices. Practical implications – With an understanding of how review sidedness affects online review helpfulness, online retailers could establish the policy for promoting the helpfulness of reviews more effectively. Originality/value – This research yields at least three important contributions: first, it contributes to the message sidedness literature by showing which arguments (one- or two-sided) are deemed to be helpful; second, it contributes to the online peer review literature by demonstrating the importance of considering product type and heuristic cues (i.e. the reviewer’s expertise) when explaining helpfulness; and third, the results in this research demonstrate that people are drawn to dual-processing; that is, the judgment of online review helpfulness is determined by heuristic cues (e.g. the status of the reviewer) and systematic processing (e.g. review content).

Sidedness, commercial intent and expertise in blog advertising

Currently, the internet is the main product information source for many consumer goods, mainly because of the irruption of consumer reviews based on blogging. Messages placed on them are usually perceived as a reliable and independent source of information, compared to traditional advertising. Also, blogs are websites that have a high personal nature perception. Using a 2×2×2 factorial design, this study seeks to evaluate the effectiveness of blogging commercial messages, measuring the influence of the message sidedness, communicator expertise and advertising intent and tests their influence over advertising effectiveness (measured as credibility and behavioral intention). Results show the relevance of using two-sided messages, expert sources and unbiased (non-sponsored) messages in terms of increase blog credibility and behavioral intention toward the reviewed product. Interactions of the variables are also examined.

“How Negative Becomes Less Negative”: Understanding the Effects of Comment Valence and Response Sidedness in Social Media

This study explores the influence of the public's negative comments regarding a corporate social responsibility (CSR) campaign in social media and how to best respond to them. It examined the interaction effects of comment valence and the company's response sidedness on the public's attitudes as mediated by the perceived negativity and perceived altruism. Results revealed that 2-sided CSR responses are more effective than 1-sided responses in enhancing altruistic motives for CSR, reducing perceived negativity in the public's comments, and eliciting favorable attitudes, especially when comments were negative. The effects of message sidedness disappeared when the public's comments were positive. Results also showed that perceived altruism and negativity mediate the effects of message strategies on the public's attitudes toward the company.