When small means comfortable: Relations between product attributes in two-sided advertising
Journal
Journal of Consumer Psychology
ISSN
1057-7408
ISSN-Digital
1532-7663
Type
journal article
Date Issued
2003
Author(s)
Bohner, Gerd
;
Einwiller, Sabine
;
Erb, Hans-Peter
;
Siebler, Frank
Abstract
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.
Language
English
HSG Classification
not classified
Refereed
Yes
Publisher
Erlbaum
Publisher place
Mahwah, NJ
Volume
13
Number
4
Start page
454
End page
463
Pages
10
Subject(s)
Eprints ID
12913