Message sidedness effects in advertising: The role of Yin-Yang Balancing Theory

Ertz, Myriam, Jo, Myung-Soo, Karakas, Fahri and Sarigöllü, Emine (2021) Message sidedness effects in advertising: The role of Yin-Yang Balancing Theory. Social Sciences, 10 (6). ISSN 2076-0760

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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).

Item Type: Article
Faculty \ School: Faculty of Social Sciences > Norwich Business School
UEA Research Groups: Faculty of Social Sciences > Research Groups > Employment Systems and Institutions
Faculty of Social Sciences > Research Groups > Marketing
Faculty of Social Sciences > Research Groups > Strategy and Entrepreneurship
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Depositing User: LivePure Connector
Date Deposited: 22 Jun 2021 00:17
Last Modified: 21 Dec 2023 02:17
DOI: 10.3390/socsci10060229


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