One-sided Messages Research Articles

How visual angle influences product recommendations in response to two-sided messages

PurposeTwo-sided messages in advertising, which contain both negative and positive information, can have varying effects on persuasion. Thus, it is crucial to understand the conditions under which such messages are more or less effective compared to one-sided messages that only contain positive information. This research investigates the moderating role of the visual angle (close-up vs. long shot) of an image by drawing upon construal level theory.Design/methodology/approachThis research reports two experimental studies employing a 2 (message: two-sided [positive and negative information], one-sided [positive information as a control condition]) × 2 (visual angle: near [close-up], distant [long shot]) between-subjects design.FindingsThe results demonstrate that two-sided messages paired with a close-up image decrease positive electronic word of mouth (eWOM) due to increased feelings of ambivalence, while two-sided messages paired with a long-shot image increase positive eWOM due to increased perceived authenticity.Originality/valueThese findings provide insight into the impact of two-sided messages on advertising persuasion and provide guidance for marketers in developing effective communication strategies to leverage positive eWOM.

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.

Message-sidedness in performance information disclosure and citizens’ perceived accountability

ABSTRACT Governments disclose performance information to citizens on the assumption that doing so helps improve public accountability. The previous literature implies that citizens’ interpretations of such information are shaped by the information’s presentation types, however, it is not known whether one-sided messages (only positive information) and two-sided messages (adding negative attributes to the one-sided messages) have different effects on citizens’ perceptions regarding government information disclosure. Drawing on attribution-correspondence theory and utilizing a large-scale survey experiment conducted in Korea, this study demonstrates that two-sided performance message is more effective in improving the citizens’ perceptions of governmental transparency and accountability than one-sided message.

How Do Gain-Loss Frames and Cultural Arguments Persuade? Designing Effective Messages to Weaken College Students’ Binge-Drinking Intentions

To design effective health messages, this study investigates the effects of gain-loss framing and relevant moderating effects in the context of college students’ alcohol use. Specifically, based on an online experiment, we tested the moderation effects of message-sidedness and binge-drinking behaviors using a mediation model in which the association between gain-loss framing and behavioral intentions is mediated by attitudes toward binge-drinking. Four hundred thirty-four Korean college students participated in this study. Hayes’ PROCESS Macro for SPSS was employed for the analysis. The results show that loss-framing significantly increased participants’ unfavorable attitudes toward binge-drinking in the one-sided message condition. Moreover, attitudes toward binge-drinking were more significantly associated with behavioral intentions to binge-drink among heavy drinkers than among non-heavy drinkers. Our findings suggest important theoretical and practical implications for the development of message-framing strategies in health campaigns designed to prevent college students’ binge-drinking in collectivistic societies where the cultural meaning of drinking extends beyond the individual realm to the larger social context.

Order Matters When Using Two-Sided Messages to Influence Morally Based Attitudes.

Contrary to common beliefs, sometimes downplaying or even undermining one's case can enhance impact, especially for people with strong attitudes. Across four studies (N = 1,548), we demonstrate that the placement of the undermining information within a two-sided message matters. By manipulating message order within a two-sided message, Study 1 showed that the relative effectiveness of two- over one-sided messages for people with a moral attitude primarily occurred when the two-sided message acknowledged the recipient's side at the end rather than at the beginning of the message. Studies 2A/B showed that this effect was associated with positive source perceptions, such that placing the acknowledgment at the end results in people with a higher moral basis perceiving the source as more thoughtful and sincere. Furthermore, this inference process was more likely to occur when motivation to think was relatively high. Study 3, a preregistered experiment, replicated these findings using a different topic.

Gluten-free diet on video platforms: Retrospective infodemiology study.

Video platform is an important approach for individuals to access and adopt health information. Online information on gluten-free diet (GFD) videos remains underinvestigated. GFD videos were identified by hashtag-based searching strategy. Videos' basic information, engagement metrics, and content were recorded. Mann-Kendall test was performed to examine time trends of submitting videos and engagement metrics. Video quality was evaluated by the DISCERN instrument and the HONcode. A total of 822 videos were included in the analysis, with the majority focusing on gluten-free food recipes. The number of videos related to GFD was showing an upward trend. Engagement metrics varied between platforms and video types, with non-recipe videos receiving higher user engagement. The average DISCERN score was 50.20 out of 80 and the average HONcode score was 1.93 out of 8. Videos submitted by health professionals demonstrated better quality compared to those submitted by patients or general users. There was a rise in the number of videos related to GFD on Chinese video platforms. The overall quality of these videos was poor, most of them were not rigorous enough. Highlighting using social media as a health information source has the potential risk of disseminating one-sided messages and misleading. Efforts should be made to enhance the transparency of advertisements and establish clear guidelines for information sharing on social media platforms.

Should Brands Talk about Environmental Sustainability Aspects That “Really Hurt”? Exploring the Consequences of Disclosing Highly Relevant Negative CSR Information

When communicating their CSR (Corporate Social Responsibility) activities many companies predominantly release positive information. However, relying solely on positive information holds potential risks. Brands are consequently confronted with the dilemma of whether to exclusively disclose positive details about their environmental CSR activities (i.e., one-sided messages) or opt for voluntary disclosure of positive and negative information (i.e., two-sided messages). Existing literature distinguishes moderately and highly relevant types of negative information. However, prior research has predominantly overlooked the investigation of highly relevant negative CSR information. Therefore, our primary objective is to explore the impact of two-sided messages encompassing highly relevant negative CSR information in comparison to one-sided messages. We conducted four online experiments in two countries with different brands (study 1 (Germany, Mercedes-Benz, n = 457); study 2 (Germany, Porsche, n = 431); study 3 (USA, Mercedes-Benz, n = 468) and study 4 (USA, Tesla, n = 465)). The results reveal that two-sided messages with the disclosure of highly relevant negative CSR information lead to negative effects in comparison to one-sided messages with only positive information. Consequently, brands should exercise caution in communicating highly relevant negative CSR aspects. Our findings offer notable theoretical insights and practical implications.

A Fine-grained Asynchronous Bulk Synchronous parallelism model for PGAS applications

The Partitioned Global Address Space (PGAS) model is well suited for executing irregular applications on cluster-based systems, due to its efficient support for short, one-sided messages. Separately, the actor model has been gaining popularity as a productive asynchronous message-passing approach for distributed objects in enterprise and cloud computing platforms, typically implemented in languages such as Erlang, Scala or Rust. To the best of our knowledge, there has been no past work on using the actor model to deliver both productivity and scalability to irregular PGAS applications with large number of small messages.In this paper, we introduce a new programming system for PGAS applications, in which point-to-point remote operations can be expressed as fine-grained asynchronous actor messages. In our approach, the programmer does not need to worry about programming complexities related to message aggregation and termination detection. Our approach can be viewed as extending the classical Bulk Synchronous Parallelism model with fine-grained asynchronous communications within a phase or superstep. We believe that our approach offers a desirable point in the productivity-performance space for PGAS applications, with more scalable performance and higher productivity relative to past approaches. Specifically, for seven irregular mini-applications from the Bale Kernels and three graph kernels executed using 2048 cores in the NERSC Cori system, our approach shows geometric mean performance improvements of ≥20× relative to standard PGAS versions (UPC and OpenSHMEM) while maintaining comparable productivity to those versions.This is an extended version of the conference paper “A Productive and Scalable Actor-Based Programming System for PGAS Applications” (Paul et al., 2022)[1] from ICCS 2022.

Message Structure and Mechanism in Hypnotherapy Communication

The purpose of this study is to describe, analyze, structure and mechanism of messages as well as models of interpersonal communication carried out in hypnotherapy as a method to overcome the problems felt by clients who experience psychosomatic health disorders including stress, mental disorders, emotions and subconscious mind control so that appropriate treatment is needed. The theory used in this research is Coordinated Management of Meaning (CMM) to analyze the communication interaction between the hypnotherapist and the client. There are three concepts in CMM, namely management, coordination, and meaning. The research method used is descriptive qualitative method with a case study approach and constructivist paradigm. The results showed that the structure and mechanism of messages in hypnotherapy communication were carried out is the messages produced were carried out in an implicit way, making arguments at the beginning of handling cases the hypnotherapist puts himself in a position to accept whatever is conveyed or claimed and the persuasive message conveyed by the therapist is a one-sided message. In the process of compiling and delivering messages: the message is based on Milton Erickson's principles and philosophy, use indirect style and using Metaphors. While the Communication Model used in Ericksonian Hypnotherapy Communication consists of message design models and interpersonal models. Message design is based on three basic logics of communication message design expressive, conventional, and rhetorical. The interpersonal model consists of social exchange, role, and interactional. Model of CMM theory produces the concept of BIER (Believe, Impressif, Entertaint, Repeatation) and sense making

Two-Sided Messages Promote Openness for a Variety of Deeply Entrenched Attitudes.

Prior research showed that people holding attitudes on relatively moral topics became more open to two- rather than one-sided messages as the moral basis of their attitudes increased. Across three studies (N = 963), we extend this finding to relatively non-moral topics by demonstrating that two-sided messages can encourage people with strong attitudes indexed by various non-moral attitude strength measures to be more open to contrary positions. Study 1 demonstrated this for four indicators of attitude strength (e.g., certainty). As the strength of one's attitude increased, two-sided messages increased in relative effectiveness over one-sided communication. This was mediated by perceived appreciation for the speaker acknowledging one's view. Study 2 replicated this finding in a preregistered experiment. Study 3 conceptually replicated and extended it to people holding attitudes based on their political identity. Finally, evidence was obtained supporting perceived appreciation (rather than source evaluation) as the key driver of this interactive effect.

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.

Considering the Effectiveness of Circulars: Finding Alternative of Medium Public Communication

Indonesia has laws and regulations that regulate people's behavior. Therefore, the government must communicate effectively with the community, so that they can obey it. In order for the implementation of legislation to be more effective, the government issues circulars addressed to the public. This circular contains technical information or messages that need to be carried out by the public. This article discusses the effectiveness of government legal communication to the public through circulars. This research approach is quantitative by conducting surveys and normative observations of secondary data in the form of circulars, expert views from various references, and regulations related to circulars. The results showed that the government's legal communication to the public through circulars was mostly effective. This is because circulars made by government officials are more of a regulatory nature (as a regulation), and a small part are stipulating (as a stipulation). This circular is a one-sided message from government officials to other officials or the general public as communicants. The nature of regulating circular letters can be in the form of orders or recommendations that are mandatory or which can be carried out by the communicant. However, the public has the right not to implement the government's message if the contents of the circular contradict the applicable regulations. This is done through a judicial review process. However, in general, government circulars are understood, accepted and implemented by the public

Facing the Strain: The Persuasive Effects of Conversion Messages on COVID-19 Vaccination Attitudes and Behavioral Intentions

ABSTRACT This study examined two-sided conversion messages in relation to one-sided advocacy messages in reducing vaccine hesitancy related to COVID-19 vaccine uptake. Results demonstrated that, for vaccine-hesitant participants, conversion messages increased pro-COVID-19 vaccination attitudes and behavioral intentions. For high vaccine-hesitant participants, the relationship between conversion messages and attitudes toward COVID-19 vaccinations was mediated through source credibility. For low vaccine-hesitant participants, mediation occurred through counterarguing. Findings have implications for health message tailoring related to COVID-19 vaccine uptake.

Impact of Refutational Two-Sided Messages on Attitudes Toward Novel Vaccines Against Emerging Infectious Diseases During the COVID-19 Pandemic.

Two-sided messages that include two perspectives (i.e., risks and benefits) are more effective than one-sided messages that convey only one perspective (usually only the benefits). Refutational two-sided messages are effective for communicating risks regarding vaccines. To examine the effectiveness of refutational two-sided messages in risk communication regarding novel vaccines against emerging infectious diseases, we conducted the randomized controlled study based on a 3 × 3 × 2 mixed design (Intervention 1: vaccines against subcutaneous influenza, “novel severe infectious disease,” or intranasal influenza; intervention 2: one-sided, non-refutational two-sided, or refutational two-sided messages; two questionnaires) using a Japanese online panel. Participants completed questionnaires before and after receiving an attack message (negative information). We evaluated the impact of attack messages on the willingness to be vaccinated, and the anticipated regret of inaction (ARI). Among 1,184 participants, there was a significant difference in the willingness to be vaccinated among the message groups (p < 0.01). After receiving the attack message, willingness to be vaccinated decreased in the one-sided message group and increased in the non-refutational two-sided and refutational two-sided message groups. Additionally, ARI in the refutational two-sided message groups was significantly higher than in the one-sided groups (p = 0.03). In conclusion, two-sided messages are more effective than one-sided messages in terms of willingness to be vaccinated. Furthermore, the high ARI in the refutational two-sided message group indicated that refutational two-sided messages were more effective than one-sided messages for communicating the risks of vaccines, especially those against emerging infectious diseases.

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.

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.

Can I Stick to My Guns? Motivated Reasoning and Biased Processing of Balanced Political Information

News media offer balanced political messages and many citizens also seek content that presents two sides of a political issue. Despite this supply and demand, most work on information processing tests exposure to one-sided content, i.e., either pro- or counter-attitudinal. We advance this work by studying (1) how balanced and one-sided messages affect information processing; (2) whether the processing of balanced information is moderated by individual motivations; and (3) the impact of balanced exposure on attitude polarization. Using an online experiment (N = 677), we primed either accuracy or defensive motivation and examined how participants processed information about two distinct issues (i.e., climate change and Syrian refugees). On both issues, participants were less biased in response to balanced content, compared to one-sided content. In addition, defensive and accuracy motivated people processed balanced content in a similar manner. Furthermore, pro-attitudinal content polarized individual attitudes, but not balanced content, and this effect was not moderated by motivation.