The Tri-Mediation Model of Persuasion: Incorporating Negative Advertising Appeals

Keith S. Coulter, Clark University
We utilize a political advertising setting to re-define the traditional Dual Mediation Model of persuasion to include the effects of negative appeals. We demonstrate that a peripheral cue can have an impact on the central route to persuasion by fostering message acceptance, not only in regard to the sponsor of the ad, but also in regard to a competing brand (or opponent). We utilize multi-group structural equation modeling to analyze our data.
[ to cite ]:
Keith S. Coulter (2008) ,"The Tri-Mediation Model of Persuasion: Incorporating Negative Advertising Appeals", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 723-723.