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When Small Means Comfortable: Relations Between Product Attributes in Two‐Sided Advertising
Author(s) -
Bohner Gerd,
Einwiller Sabine,
Erb HansPeter,
Siebler Frank
Publication year - 2003
Publication title -
journal of consumer psychology
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 4.433
H-Index - 110
eISSN - 1532-7663
pISSN - 1057-7408
DOI - 10.1207/s15327663jcp1304_12
Subject(s) - credibility , source credibility , psychology , product (mathematics) , advertising , space (punctuation) , relation (database) , social psychology , computer science , mathematics , business , data mining , law , geometry , political science , operating system
The processes that mediate the effectiveness of 2‐sided advertising were studied. We predicted that (a) 2‐sided (vs. 1‐sided) advertisements increase perceived source credibility and that (b) the logical relation between the negative and positive product attributes mentioned in the 2‐sided ad (e.g., little space, implying a cozy atmosphere) facilitates favorable inferences about the positive attributes, especially when recipients have sufficient time to process the message content. Results supported these predictions. However, the effects of message type and processing time on attitudes were mediated by inferences about positive attributes but not by perceived source credibility. Implications of these findings for consumer judgment and decision making are discussed.