Two-Sided Messages For Health Risk Prevention: the Role of Argument Type, Refutation and Issue Ambivalence

Erlinde Cornelis, Ghent University, Belgium
Veroline Cauberghe, Ghent University, Belgium
Patrick De Pelsmacker, Ghent University, Belgium
The present experimental research extends message sidedness literature to a health prevention context. Second, it addresses not only rational, but also affective two-sided messages. Third, this research explains a gap in message sidedness literature by addressing the impact of issue ambivalence on the effectiveness of refutational versus non-refutational two-sided messages.
[ to cite ]:
Erlinde Cornelis, Veroline Cauberghe, and Patrick De Pelsmacker (2012) ,"Two-Sided Messages For Health Risk Prevention: the Role of Argument Type, Refutation and Issue Ambivalence", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 782-783.