One-Sided Versus Two-Sided Comparative Message Appeals for New Brand Introductions

Investigating the Effect of Rational and Emotional Advertising Appeals of Hamrahe Aval Mobile Operator on Attitude towards Advertising and Brand Attitude (Case Study: Student Users of Mobile in the Area of Tehran)

“…A religious fund-raising appeal is usually one-sided on the assumption that the targeted audience is favorably disposed toward the view being expounded and is unlikely to be receptive to other religious beliefs. With a more skeptical audience, a one-sided message is less effective than a two-sided message which presents both points of view and then arguments to counter the opposing view (Etgar and Goodwin, 1982). A two-sided message for a service bureau might acknowledge that a competitor is located closer to the prospect and then assert that proximity is irrelevant if the service bureau is doing a good job.…”

Explaining the joint effect of source credibility and negativity of information in two‐sided messages

“…Two-sided advertising, however, is not necessarily always persuasive. Previous research has provided mixed results for the effects of two-sided advertising on brand attitudes or purchase intentions, and some studies have even shown that two-sided advertising can detrimentally affect these dependent variables (e.g., Etgar & Goodwin, 1982;Settle & Golden, 1974;Stayman, Hoyer, & Leone, 1987). Crowley and Hoyer (1994) have suggested that such conflicting findings are due to variations in the proportion of negative information included in the two-sided message.…”

Using context effects to increase a leader's advantage: What set of alternatives should be included in the comparison set?

“…These may be reduced by designing comparison ads that are not entirely one-sided. One-sided advertisements include messages that present only positive features of the advertised brand, while two-sided advertisements typically provide information about both positive and negative attributes of the brand (Crowley & Hoyer, 1994;Etgar & Goodwin, 1982;Tellis, 1998). Thus in two-sided ads, while providing information about the brand's strengths, the advertiser also admits to not being superior on all attributes.…”