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

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  • Etgar, Michael
  • Goodwin, Stephen A

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Suggested Citation

  • Etgar, Michael & Goodwin, Stephen A, 1982. "One-Sided versus Two-Sided Comparative Message Appeals for New Brand Introductions," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 8(4), pages 460-465, March.
    • Handle: RePEc:oup:jconrs:v:8:y:1982:i:4:p:460-65
    DOI: 10.1086/208888
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    Cited by:

    1. Myriam Ertz & Myung-Soo Jo & Fahri Karakas & Emine Sarigöllü, 2021. "Message Sidedness Effects in Advertising: The Role of Yin-Yang Balancing Theory," Social Sciences, MDPI, vol. 10(6), pages 1-26, June.
    2. Kivilcim Dogerlioglu Demir & Ozge Turut & Ezgi Akpinar Uysal, 2018. "Honesty Only Gets You So Far! The Effect of Two-sided Content on Re-purchase Intentions," Bogazici Journal, Review of Social, Economic and Administrative Studies, Bogazici University, Department of Economics, vol. 32(1), pages 37-53.
    3. Monahan, Lisa & Espinosa, Jennifer A. & Langenderfer, Jeff & Ortinau, David J., 2023. "Did you hear our brand is hated? The unexpected upside of hate-acknowledging advertising for polarizing brands," Journal of Business Research, Elsevier, vol. 154(C).
    4. Dieter K. Tscheulin & Bernd Helmig, 1999. "Zur Effizienz verschiedener Ausgestaltungsformen vergleichender Werbung — Internationale Rechtslage, „State-of-the-art” und Ergebnisse einer empirischen Studie," Schmalenbach Journal of Business Research, Springer, vol. 51(6), pages 550-578, June.
    5. Mohsen Sadeghi & Meysam Fakharyan & Rozita Dadkhah & Mohammad Reza Khodadadian & Simin Nasrolahi Vosta & Mahdi Jafari, 2015. "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 Ar," International Journal of Asian Social Science, Asian Economic and Social Society, vol. 5(4), pages 233-244, April.
    6. Nithima Sumpradit & Richard P. Bagozzi & Frank J. Ascione, 2015. "“Give Me Happiness” or “Take Away My Pain”: Explaining consumer responses to prescription drug advertising," Cogent Business & Management, Taylor & Francis Journals, vol. 2(1), pages 1024926-102, December.
    7. Harrison-Walker, L. Jean & Jiang, Ying, 2023. "Suspicion of online product reviews as fake: Cues and consequences," Journal of Business Research, Elsevier, vol. 160(C).

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