Comparative Analysis of the Relative Effectiveness of One- and Two- Sided Communication for Contrasting Products

Linda L. Golden · Mark I. Alpert

113 citations0/0 files storedJournal of Advertising

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Marketing and Advertising Strategies Digital Marketing and Social Media Consumer Behavior and Marketing Influence

Abstract

One-sided and two-sided communication research and attribution theory form the theoretical background for hypotheses regarding the relative effectiveness of the communication strategies for two contrasting products: mass transit and deodorant While two-sided messages achieved higher purchase intentions for deodorant, as well as generally higher advertising evaluations, generalizations across products should be made with caution.

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2025Advances in Consumer Research 1969The Handbook of Social Psychology 1983Advances in Consumer Research 1990Handbook of social psychology 1987Attribution in social interaction.1972Causal schemata and the attribution process 1971American Cultural Patterns: A Cross-Cultural Perspective 1983Public opinion quarterly

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