Predicting when Two-Sided Ads will be More Effective than One-Sided Ads: The Role of Correlational and Correspondent Inferences
研究发现，只有当广告突出负相关（而非不相关）的属性时，双面广告才比单面广告更有效，因为负相关属性引发的相关推断和对应推断共同提升了品牌评价。
Two-sided ads often are more credible than one-sided ads because they admit that the advertised brands have shortcomings. Findings about the effectiveness of such ads have been inconclusive, however, perhaps because a critical moderator has been ignored. The author found that a two-sided ad was more effective than one-sided ads only when negatively correlated (vs. uncorrelated) attributes were featured. The brand's unfavorable positioning on the negatively correlated secondary attribute per se (i.e., “correlational inferences”), as well as the advertiser's honesty (i.e., “correspondent inferences”), jointly enhanced judgments of the brand on the primary attribute and thus overall brand evaluations.