How visual angle influences product recommendations in response to two-sided messages
Sari Winahjoe,
Widya Paramita,
Frances Seowon Jin
et al.
Abstract: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 experiment… Show more
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