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One-Sided Advertising: How Does It Overcome Consumer Resistance?

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Listed:
  • Han-Kuang Tien
  • Yueh-Hsia Huang
  • Siao-Yun Wei
  • Yung-Yen Chen
  • Tyng-Bin Ger
  • Yen-Lin Kuo

Abstract

This study explores how to enhance the effectiveness of one-sided advertising based on time-connectedness theory, especially for products resisted by customers. If managers can find a way to persuade consumers who initially reject a product or a service, they can improve one-sided advertising effectiveness. This study uses cognitive association to help connect the current self of participants with their temporal self, which it was hypothesized could help change their initial negative attitude. This hypothesis was verified through two studies, involving 335 and 312 student participants respectively. We found that participants changed initial negative attitude after exposure to time-connected advertising. This change was influenced by their need for cognition (NFC)—individuals with high NFC were more likely to be persuaded (to develop a more positive attitude toward advertising) through role transportation. As for individuals with low NFC, initial negative attitude among them was less likely to change through role transportation. The findings indicate to best reduce audience resistance and enhance advertising effectiveness, that marketing personnel need to know whether the audience’s (initial) attitude toward a product or service is negative or positive before selecting or developing advertising appeals.

Suggested Citation

  • Han-Kuang Tien & Yueh-Hsia Huang & Siao-Yun Wei & Yung-Yen Chen & Tyng-Bin Ger & Yen-Lin Kuo, 2022. "One-Sided Advertising: How Does It Overcome Consumer Resistance?," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 14(1), pages 1-46, December.
    • Handle: RePEc:ibn:ijmsjn:v:14:y:2022:i:1:p:46
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    References listed on IDEAS

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    3. Barbara J. Phillips & Edward F. McQuarrie, 2010. "Narrative and Persuasion in Fashion Advertising," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 37(3), pages 368-392, October.
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    More about this item

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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