Comparative Analysis of the Relative Effectiveness of One- and Two- Sided Communication for Contrasting Products

Abstract

Abstract One-sided and two-sided communication research and attribution theory form the theoretical background for hypotheses regarding the relative effectiveness of the communication strategies for two contrasting products: mass transit and deodorant While two-sided messages achieved higher purchase intentions for deodorant, as well as generally higher advertising evaluations, generalizations across products should be made with caution.