Comparative Analysis of the Relative Effectiveness of One- and Two- Sided Communication for Contrasting Products
基于归因理论，研究单面和双面沟通策略对大众交通和除臭剂两种对比产品的相对效果，发现双面信息对除臭剂有更高的购买意向和广告评价，但跨产品推广需谨慎。
Abstract One-sided and two-sided communication research and attribution theory form the theoretical background for hypotheses regarding the relative effectiveness of the communication strategies for two contrasting products: mass transit and deodorant While two-sided messages achieved higher purchase intentions for deodorant, as well as generally higher advertising evaluations, generalizations across products should be made with caution.