Studies regarding message sidedness and persuasion indicate that sidedness effects are moderated by the type of two-sided message employed, but do not indicate why various messages differ in persuasiveness. This research tests two causal models of cognitive processing. Model 1 posits that messages produce general evaluations that prompt the generation of cognitions. Model 2 suggests messages prompt cognitions upon which subsequent evaluations are based. The data are consistent with Model 2 and inconsistent with Model 1 and begin to demonstrate how one-sided, nonrefutational two-sided, and refutational two-sided messages are processed.
ASJC Scopus subject areas
- Language and Linguistics