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

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dc.contributor.authorHUERTAS, MELBY KARINA ZUNIGA
dc.contributor.authorHANNA, EDUARDO KALIL
dc.date.accessioned2021-10-08T23:49:16Z
dc.date.available2021-10-08T23:49:16Z
dc.date.issued2020-01-11
dc.description.abstractThis 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.
dc.description.firstpage235
dc.description.issuenumber3
dc.description.lastpage254
dc.description.volume15
dc.identifier.citationHUERTAS, 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.
dc.identifier.doi10.1177/0973258620946548
dc.identifier.issn0973-2586
dc.identifier.urihttps://repositorio.fei.edu.br/handle/FEI/3379
dc.relation.ispartofJournal of Creative Communications
dc.rightsAcesso Restrito
dc.subjectTwo-sided messages
dc.subjectself-confidence
dc.subjectcognitive decision-making
dc.subjectcompensatory strategy
dc.subjectnon-compensatory strategy
dc.titleHow Self-confidence Moderates the Effect of Two-sided Messages on Purchase Intentionpt_BR
dc.typeArtigopt_BR
fei.scopus.citations7
fei.scopus.eid2-s2.0-85091176506
fei.scopus.updated2024-03-04
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