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Forschungsergebnis (Zeitschriftenartikel)

Martin Eisend: The Moderating Influence of Involvement on Two-sided Advertising Effects

Abstract

Involvement as a moderator of message sidedness effects has produced inconclusive and contradictory findings. This study examines these contradictions by investigating the conditions in which involvement moderates the persuasiveness of two-sided advertising. Based on meta-analytic results and using two experimental studies, the findings show that high involved consumers are influenced by the negativity of the message, while low involved consumers are influenced by the amount of information. Furthermore, the influence of negativity on high involved consumers is conditional when there are low degrees of negativity in the message. In comparison, varying the degree of negativity does not affect low involved consumers.

Autor Martin Eisend
Titel des Aufsatzes The Moderating Influence of Involvement on Two-sided Advertising Effects
Jahr 2013
Zeitschrift Zeitschrift Psychology & Marketing
Ausgabe / Nummer 30/7
Ranking B (VHB-Jourqual 2.1 (2011))
Seiten 556-575

Einordnung in die Universitätsstruktur

Fakultät Wirtschaftswissenschaftliche Fakultät
Lehrstuhl Professur für Betriebswirtschaftslehre, insbesondere Marketing

Bibliographische Angabe

Martin Eisend: The Moderating Influence of Involvement on Two-sided Advertising Effects. In: Psychology & Marketing 30/7, 2013, S. 556-575.