Understanding two‐sided persuasion: An empirical assessment of theoretical approaches

By Martin Eisend. 2007

145 citations recorded by the source corpus.

Subfields: Marketing, Organizational Behavior and Human Resource Management, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/e018e41cdec5aea2f658e5e79fbbc82276e4ac85

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Marketing

In Organizational Behavior and Human Resource Management

In Sociology and Political Science

Citations in the corpus

Disclosing sponsored Instagram posts: the role of material connection with the brand and message-sidedness when disclosing covert advertising (2019, background): “This is because message sidedness may reassure consumers that the influencer is credible because a more nuanced view of the product has been given (Uribe, Buzeta, and Vel asquez 2016; Eisend 2006, 2007).”
To Think or Not to Think:The Effect of Cognitive Deliberation on the Influence of Injunctive Versus Descriptive Social Norms (2011, background): “The cognitive process in which consumers evaluate information plays a crucial role in attitude formation and attitude change (Eisend, 2007).”
The effect of non-stereotypical gender role advertising on consumer evaluation (2016, background): “Further, cognitive resistance to advertising provides an additional insight to the underlying process of NSGR advertising because cognitive responses are often used to provide insights on the process mechanism (Eisend 2007).”
Are they being authentic? The effects of self-disclosure and message sidedness on sponsored post effectiveness (2021, methodology): “This theoretical approach has been applied in the previous literatures on two-sided advertising (eisend 2006; eisend 2007; eisend, Hahn, and Schuchert-güler 2004; golden and Alpert 1987; Pizzutti, Basso, and Albornoz 2016; Uribe, Buzeta, and velásquez 2016).”
"Highly Recommended!" The Content Characteristics and Perceived Usefulness of Online Consumer Reviews (2011, background): “Furthermore, evaluation differences between 24 Journal of Computer-Mediated Communication 17 (2011) 19–38 © 2011 International Communication Association Note.”