O efeito do Two Sided Messege sobre o ceticismo do consumidor
The aim of this study was to examine the effect of skepticism about the consumer 's attitude is affected by the types of messages, one sided or two sided. In particular, the hypothesis tested was whether a two sided advertising is most effective for individuals with high skepticism. Considering the...
| Autor principal: | Nascimento, Cristiane Holanda de Lima |
|---|---|
| Grau: | Artigo |
| Idioma: | pt_BR |
| Publicado em: |
Universidade Federal do Tocantins
2020
|
| Assuntos: | |
| Acesso em linha: |
http://hdl.handle.net/11612/1890 |
| Resumo: |
|---|
|
The aim of this study was to examine the effect of skepticism about the consumer 's attitude is affected by the types of messages, one sided or two sided. In particular, the hypothesis tested was whether a two sided advertising is most effective for individuals with high skepticism. Considering the cognitive responses that were found, along with message of acceptance of measures and the source of credibility, we assess that the two sided message was well received by these consumers. Based on the results, there was evidence that the two sided messages were better accepted by consumers with high levels of skepticism, as these participants evaluated positively this kind of message. |