How Self-confidence Moderates the Effect of Two-sided Messages on Purchase Intention

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6
Tipo de produção
Artigo
Data
2020-01-11
Autores
HUERTAS, MELBY KARINA ZUNIGA
HANNA, EDUARDO KALIL
Orientador
Periódico
Journal of Creative Communications
Título da Revista
ISSN da Revista
Título de Volume
Citação
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.
Texto completo (DOI)
10.1177/0973258620946548
Palavras-chave
Two-sided messages,self-confidence,cognitive decision-making,compensatory strategy,non-compensatory strategy
URI
https://repositorio.fei.edu.br/handle/FEI/3379
Resumo
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.

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