Two sided messages in advertising
[PDF File]Meta-Analysis Comparing the Persuasiveness of One-sided ...
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A meta-analysis comparing the persuasiveness of one-sided and two-sided messages was conducted. Based on the Elaboration Likelihood Model it was hypothesized that audience favorability would moderate the effectiveness of the messages. However, the Discounting Hypothesis predicted increased persuasiveness for the two-sided message. The analysis
The media and advertising : a tale of two sided
The media and advertising: a tale of two-sided markets Simon P. Anderson∗and Jean J. Gabszewicz † December 2005 COREDiscussionPaper2005/88 ∗DepartmentofEconomics,UniversityofVirginia,POBox400182,CharlottesvilleVA
[PDF File]Sponsored Content Advertising in a Two-sided Market
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analytical model that studies the strategic role of sponsored content advertising in a two-sided media market. We rst demonstrate that a monopolist media platform’s pro ts decrease in consumers’ likelihood of identifying the sponsored content ads as mere promotional messages. Then we show that the opposite pattern occurs in the
[PDF File]The media and advertising: a tale of two-sided markets
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externalities.5 In a two-sided market, two groups interact through an inter-mediary, or platform, that accounts for the externalities between the groups. In the media context, the platform is the broadcast company (or companies) and the two interacting groups are advertisers and viewers. Advertisers like more viewers to receive their messages.
The impact of two-sided messaging on brand attitude: An ...
The results indicated that two-sided messages have a more positive impact on source credibility, attitude toward the product, attitude toward the brand, attitude toward the video than one-sided messages do. However, there was no significant difference between one-sided and two-sided messages regarding purchase intention.
[PDF File]Regulatory Focus and Two-Sided Advertising 1 Running head ...
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whether two-sided advertising is less effective for prevention-focused individuals than for promotion-focused individuals. Theoretical Background Some of the heterogeneous results about the effectiveness of two-sided ads can be explained if we bear in mind that while two-sided messages may enhance the
[PDF File]The impact of message sidedness and message tone
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refutational character of two-sided messages, attribution theory is less explicit. Moreover, empirical results regarding the credibility of refutation in two-sided messages are mixed. Kamins and Assael (1987) found no different effects on credibility for both a refutational and a nonrefutational two-sided message.
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