Two-Sided versus One-Sided Appeals: A Cognitive Perspective on Argumentation, Source Derogation, and the Effect of Disconfirming Trial on Belief Change
从认知视角比较双面与单面广告诉求，研究论证方式、来源贬损以及证伪试验如何影响消费者信念改变，对广告策略设计有参考价值。
Michael A. Kamins, Henry Assael, Two-Sided versus One-Sided Appeals: A Cognitive Perspective on Argumentation, Source Derogation, and the Effect of Disconfirming Trial on Belief Change, Journal of Marketing Research, Vol. 24, No. 1 (Feb., 1987), pp. 29-39