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|Title:||How Self-confidence Moderates the Effect of Two-sided Messages on Purchase Intention|
|Authors:||HUERTAS, MELBY KARINA ZUNIGA|
HANNA, EDUARDO KALIL
|Abstract:||This article seeks to clarify how two-sided messages work by explaining their causal effects on purchase intention moderated by the self-confidence of individuals. Three studies were performed. Study 1 measured individuals’ levels of self-confidence and their purchase intentions in front of one- or twosided messages. Studies 2 and 3 manipulated individuals’ levels of self-confidence and analysed the strategies used to evaluate alternatives in cognitive decision-making. Both studies elaborated on the underlying mechanisms by which low (study 2) and high (study 3) self-confident individuals process twosided messages, explaining the results of study 1. Self-confidence is a moderator variable for the effect of two-sided messages on purchase intention. When an individual’s self-confidence level is high (low), exposure to a two-sided message will increase (reduce) purchase intentions compared to exposure to a one-sided message. Low self-confident individuals apply a non-compensatory strategy to evaluate the offer, whereas high self-confident individuals apply a compensatory strategy to evaluate the offer. The findings suggest a communication strategy oriented to inform and increase consumers’ self-confidence. The findings contribute to a more detailed and refined knowledge of the underlying mechanisms by which two-sided messages are processed.|
|Journal:||Journal of Creative Communications|
|Citation:||HUERTAS, MELBY KARINA ZUNIGA; HANNA, EDUARDO KALIL. How Self-confidence moderates the effect of two-sided messages on purchase intention. Journal of Creative Communications, v. 18 Sep, p. 097325862094654, 2020.|
|Access Type:||Acesso Restrito|
|Appears in Collections:||Artigos|
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