An Integrative Framework for Understanding Two-Sided Persuasion

Ayn E Crowley and Wayne D Hoyer

Journal of Consumer Research, 1994, vol. 20, issue 4, 561-74

Abstract: This article develops a framework that encompasses past two-sided persuasion research and incorporates additional theory and research on optimal arousal and attitude toward the ad to provide explanations for inconsistencies in previous findings. In particular, explanations are provided for the following: (1) when credibility gains will be enhanced, (2) when refutation is needed, (3) how the message should be structured (in terms of amount and placement of negative information), and (4) what types of attributes should be discounted (in terms of importance, type, and correlation with other attributes). In addition, directions for future research are discussed. Copyright 1994 by the University of Chicago.

Date: 1994
References: Add references at CitEc
Citations: View citations in EconPapers (43)

Downloads: (external link)
http://dx.doi.org/10.1086/209370 (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:oup:jconrs:v:20:y:1994:i:4:p:561-74

Access Statistics for this article

Journal of Consumer Research is currently edited by Bernd Schmitt, June Cotte, Markus Giesler, Andrew Stephen and Stacy Wood

More articles in Journal of Consumer Research from Journal of Consumer Research Inc.
Bibliographic data for series maintained by ().