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The Moderating Influence of Involvement on Two‐Sided Advertising Effects
Author(s) -
Eisend Martin
Publication year - 2013
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.20628
Subject(s) - negativity effect , moderation , psychology , negativity bias , affect (linguistics) , social psychology , advertising , communication , business
Involvement as a moderator of message sidedness effects has produced inconclusive and contradictory findings. This study examines these contradictions by investigating the conditions in which involvement moderates the persuasiveness of two‐sided advertising. Based on meta‐analytic results and using two experimental studies, the findings show that high involved consumers are influenced by the negativity of the message, while low involved consumers are influenced by the amount of information. Furthermore, the influence of negativity on high involved consumers is conditional when there are low degrees of negativity in the message. In comparison, varying the degree of negativity does not affect low involved consumers.