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

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.


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 Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 782-783.


Erlinde Cornelis, Ghent University, Belgium
Veroline Cauberghe, Ghent University, Belgium
Patrick De Pelsmacker, Ghent University, Belgium


NA - Advances in Consumer Research Volume 40 | 2012

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