Two-sided Messages Research Articles

The authenticity advantage: How influencer authenticity management strategies shape digital engagement with sponsored videos

Platforms, marketers, and video influencers aim to increase user engagement with sponsored videos. Whereas some video influencers effectively incorporate commercial content into their videos and drive digital engagement, others do not. What makes some sponsored videos more effective than others? Drawing upon the literature on authenticity and persuasion knowledge, this study identifies video influencers’ authenticity management strategies and examines how they interact with influencer characteristics in shaping digital engagement. Specifically, this work examines the role of information disclosure and passion expression in driving digital engagement and investigates the moderating role of influencer competence and influencer–brand fit. Based on 675 sponsored videos from Bilibili, the results reveal that two-sided messages, sponsorship disclosure, brand love passion, and self-identity construction positively drive digital engagement. Furthermore, influencers’ competence enhances the effects of two-sided messages, and sponsorship disclosure on digital engagement and influencer–brand fit decreases the effect of self-identity construction on digital engagement. These findings shed light on how authenticity management strategies shape responses to influencer-sponsored content and deepen the understanding regarding the drivers of digital engagement.

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.

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.

Give me your data and I’ll dress you: A two-sided messaging approach to address privacy concerns surrounding in-store technologies

In-store technologies can enhance shopping experiences but also might raise privacy concerns. Communication could alleviate these concerns, or it might trigger or exacerbate them. In an attempt to find ways to avoid such double-edged outcomes, we consider a two-sided messaging approach. To test the proposed hypotheses, which are based in social contract theory, we use a series of scenario-based experiments. The data reveal that two-sided advertisements can offset the negative impact of privacy concerns and enhance attitudes and usage intentions toward the technology. Personal information sensitivity constitutes a boundary condition, such that only for less sensitive information do two-sided messages reduce privacy risks, increase source credibility, and enhance usage intentions. For highly sensitive personal information, refutational two-sided advertising is more effective. Retail managers can use these findings to develop more compelling promotional campaigns to encourage the use of innovative, in-store technologies and thereby enhance consumers’ shopping experiences.

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.

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.

Mollifying green skepticism: Effective strategies for inspiring green participation in the hospitality industry.

Environmental awareness is a growing concern for consumers, and effective green messaging strategies are crucial for businesses. This 2 × 2 between-subject experiment investigates the influence of message style and sidedness on consumer participation in green practices and explores the role of message usefulness and skepticism. Our results show that a narrative message style and a two-sided message increase perceived usefulness, reduce skepticism, and lead to greater behavioral intent. Further, the study supports the moderated serial mediation role of message usefulness and skepticism. These findings offer significant implications for businesses seeking to promote sustainable practices and engage consumers in green initiatives.

Effects of Message-Sidedness on Perceived Source Bias: When Presenting Two Sides Does Versus Does Not Alleviate Concerns About Bias.

Communicators commonly present two-sided messages to avoid being perceived as biased. This approach equates bias with one-sidedness rather than divergence from the position supported by available data. Messages often concern topics with mixed qualities: a product is exceptional but expensive; a politician is inexperienced but ethical. For these topics, providing a two-sided message should reduce perceived bias according to both views of bias as one-sidedness and divergence from available data. However, if perceived bias follows divergence from available data, for topics viewed as one-sided (univalent), a two-sided message should not reduce perceived bias. Across five studies, acknowledging two sides reduced perceived bias for novel topics. In two of the studies, two-sidedness no longer reduced perceived bias for topics viewed as univalent. This work clarifies that people conceptualize bias as a divergence from available data, not simply one-sidedness. It also clarifies when and how to leverage message-sidedness to reduce perceived bias.

Vlogger's persuasive strategy and consumers' purchase intention: The dual mediating role of para-social interactions and perceived value.

It is a new advertising marketing method for commodity companies to use vloggers to endorse their products, and to influence consumers' attitudes and decisions. In view of this phenomenon, there are few studies on the relationship between vloggers and consumers, and this study aims to explore how the persuasive strategies used by vloggers to promote products influence consumers' purchase intentions. Based on the concepts of Aristotle's persuasion theory, this study extracts two specific persuasive approaches, "two-sided messages" and "emotional appeal," to explore consumers' perceptions of them and the effectiveness of these two strategies. At the same time, para-social interaction and perceived value as intermediary factors are also included in the study for further discussion. The study empirically analyzed a sample of 511 questionnaires from participants who had purchased products recommended by vloggers and came to the following conclusions: (1) vloggers can enhance consumers' purchase intention by adopting two-sided messages persuasion when promoting products; (2) vloggers' emotional persuasion can enhance consumers' purchase intention; (3) as an intermediary variable, para-social interaction plays a more obvious role in vloggers' persuasion by appealing to emotions. The audience can have common feelings with vloggers, and they are more connected with each other, thus increasing their willingness to buy; (4) Perceived value, as an intermediary variable, plays a more obvious role in vloggers' persuasion with the two-sided messages. The two-sided messages can show vloggers' credibility and more abundant information about products, so that consumers have a positive perception of product value, and the direct persuasion effect of the two-sided messages is greater. Based on the results of the study, this paper helps vloggers to adopt different persuasive approaches for different types of audiences, choose the proper marketing methods, attract the potential customers, and achieve such purposes as enriching product marketing forms and increasing market share.

Inoculation works and health advocacy backfires: Building resistance to COVID-19 vaccine misinformation in a low political trust context.

This study examines the effectiveness of the inoculation strategy in countering vaccine-related misinformation among Hong Kong college students. A three-phase between-subject experiment (n = 123) was conducted to compare the persuasive effects of inoculation messages (two-sided messages forewarning about misinformation related to COVID-19 vaccines), supportive messages (conventional health advocacy), and no message control. The results show that inoculation messages were superior to supportive messages at generating resistance to misinformation, as evidenced by more positive vaccine attitudes and stronger vaccine intention. Notably, while we expected the inoculation condition would produce more resistance than the control condition, there was little evidence in favor of this prediction. Attitudinal threat and counterarguing moderated the experimental effects; issue involvement and political trust were found to directly predict vaccine attitudes and intention. The findings suggest that future interventions focus on developing preventive mechanisms to counter misinformation and spreading inoculation over the issue is an effective strategy to generate resistance to misinformation. Interventions should be cautious about using health advocacy initiated by governments among populations with low political trust.

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.

Balance as Credibility? How Presenting One- vs. Two-Sided Messages Affects Ratings of Scientists’ and Politicians’ Trustworthiness

ABSTRACT Public and private decision-making on health problems relies on scientific evidence. However, scientific knowledge includes uncertainty, as does knowledge about COVID-19. In an experimental study, we tested how the trustworthiness (on the three dimensions expertise, integrity, and benevolence) of a source of information (either a scientist or a politician), was affected when messages were either two-sided (including arguments pro and contra the effectiveness of mask-wearing) or one-sided (only pro arguments). Results showed that scientists were ascribed more expertise and integrity compared to politicians, and both sources were ascribed more expertise when they gave two-sided (instead of one-sided) information. Moreover, trustworthiness ratings on all three dimensions were affected by participants’ prior topic attitudes and epistemic certainty beliefs. These findings underline that when a source provides two-sided information, this may increase people’s willingness to trust that source. To use this strategy most effectively in health communication, more research should be done on how many and what types of counterarguments to include.

The reconstructability of persuasive message variables affects the variability of experimental effect sizes: evidence and implications

Abstract Whereas the persuasive impact of message variables such as weaker versus stronger threat appeals, vivid versus pallid messages, and one-sided versus two-sided messages has received much research attention, more abstract properties of such message variables have gone largely unexamined. This article reports an analysis of one such property, reconstructability: the degree to which one of the two messages in an experimental pair can be deduced from the other. Evidence is offered from research on persuasive communication that as message variables become less reconstructable, the variability of the associated effect sizes increases—which creates distinctive challenges for theoretical progress and practical message design. Attention to message-variable properties such as reconstructability promises to shed light on how and why effects differ across message variables.

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.

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.