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open access
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ISSN : 1229-8778
Two-sided advertisement is acknowledged to be more effective than one-sided advertisement to build source credibility of advertising messages, but two-sided advertisement includes negative information which may lead to negative information processing. As a result, past studies provide inconsistent account for the effect of message sidedness on such outcome measures as product attitude and purchase intention. To resolve this inconsistency, this study examines potential moderating role of regulatory focus on the effect of one-sided vs two sided advertising on advertising effects such as product attitude and purchase intention. Results of the study indicate that promotion focused subjects are less influenced by message sidedness while prevention focused subjects evaluated one-sided advertising messages more favorably than two-sided advertising message.
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