Message Sidedness Effects in Advertising: The Role of Yin-Yang Balancing Theory
Open Access
- 15 June 2021
- journal article
- research article
- Published by MDPI AG in Social Sciences
- Vol. 10 (6), 229
- https://doi.org/10.3390/socsci10060229
Abstract
Past research has shown mixed results regarding the persuasiveness of two-sided messages. Various underlying constructs were suggested to explain the differences in results. This study draws on the Yin-Yang Balancing (YYB) theory and the construct of tolerance for contradiction (i.e., the tolerance for inconsistency and resolution among contrasts) to explain differences in the effectiveness of two-sided ads. The study consisted of a cross-cultural survey involving Easterners, who hold typically higher tolerance for contradiction, with Westerners characterized by a lower tolerance for contradiction. A series of analyses of variance (ANOVAs) were conducted to explore the difference between both groups on key variables. Structural equation modeling (SEM) tested the proposed conceptual model as a whole and for both groups, highlighting key cross-cultural differences. Additionally, the PROCESS macro was used to test the mediation effects posited in the model. The findings showed that although the tolerance for contradiction does not directly impact purchase intentions, it exerts both direct and indirect effects on purchase intentions through credibility and attitudes for Easterners but not for Westerners. The findings offer important theoretical and managerial implications: Two-sided ads are more effective to consumers with a higher tolerance for contradiction (e.g., Easterners) versus consumers with a lower tolerance for contradiction (e.g., Westerners).Keywords
This publication has 67 references indexed in Scilit:
- The Inoculating Effect of Message Sidedness on Adolescents’ Binge Drinking IntentionsJournal of Drug Issues, 2013
- The Moderating Influence of Involvement on Two-Sided Advertising EffectsPsychology & Marketing, 2013
- Message sidedness in advertising: The moderating roles of need for cognition and time pressure in persuasionScandinavian Journal of Psychology, 2011
- Toward an integrative framework of indigenous research: The geocentric implications of Yin-Yang BalanceAsia Pacific Journal of Management, 2011
- Toward a Geocentric Framework of Trust: An Application to Organizational TrustManagement and Organization Review, 2008
- CHINESE CONSUMER READINGS OF GLOBAL AND LOCAL ADVERTISING APPEALSJournal of Advertising, 2004
- Towards a Geocentric Framework of Organizational Form: A Holistic, Dynamic and Paradoxical ApproachOrganization Studies, 1998
- Comparative and Noncomparative Advertising: Attitudinal Effects under Cognitive and Affective Involvement ConditionsJournal of Advertising, 1994
- The theory of planned behaviorOrganizational Behavior and Human Decision Processes, 1991
- Attributional Processes and Effects in Promotional SituationsJournal of Consumer Research, 1978