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Keywords: Two-sided messages
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Journal Articles
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2024) 42 (6): 1010–1027.
Published: 08 May 2024
...Sari Winahjoe; Widya Paramita; Frances Seowon Jin; Tung Moi Chiew; Arnold Japutra; Felix Septianto Purpose Two-sided messages in advertising, which contain both negative and positive information, can have varying effects on persuasion. Thus, it is crucial to understand the conditions under which...
