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

Myriam Ertz, Myung-Soo Jo, Fahri Karakas and Emine Sarigöllü
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Myriam Ertz: LaboNFC, Department of Economics and Administrative Sciences, University of Quebec at Chicoutimi, Saguenay, QC G7H 2B1, Canada
Myung-Soo Jo: Desautels Faculty of Management, McGill University, Montreal, QC H3A 1G5, Canada
Fahri Karakas: Norwich Business School, University of East Anglia, Norwich NR4 7TJ, UK
Emine Sarigöllü: Desautels Faculty of Management, McGill University, Montreal, QC H3A 1G5, Canada

Social Sciences, 2021, vol. 10, issue 6, 1-26

Abstract: 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).

Keywords: two-sided messages; Yin-Yang balancing theory; tolerance for contradiction; cross-cultural study; purchase intentions; attitudes; credibility; consumers; advertisement; mediation analysis (search for similar items in EconPapers)
JEL-codes: A B N P Y80 Z00 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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