| dc.creator | HUERTAS, MELBY KARINA ZUNIGA | |
| dc.creator | HANNA, EDUARDO KALIL | |
| dc.date | 2021-10-08T23:49:16Z | |
| dc.date | 2023-05-03T20:37:09Z | |
| dc.date | 2021-10-08T23:49:16Z | |
| dc.date | 2023-05-03T20:37:09Z | |
| dc.date | 2020-01-11 | |
| dc.date.accessioned | 2023-08-24T02:02:32Z | |
| dc.date.available | 2023-08-24T02:02:32Z | |
| dc.identifier | 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. | |
| dc.identifier | 0973-2586 | |
| dc.identifier | https://hdl.handle.net/20.500.12032/89325 | |
| dc.identifier.uri | https://repositorioslatinoamericanos.uchile.cl/handle/2250/8399619 | |
| dc.description | 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. | |
| dc.relation | Journal of Creative Communications | |
| dc.rights | Acesso Restrito | |
| dc.subject | Two-sided messages | |
| dc.subject | self-confidence | |
| dc.subject | cognitive decision-making | |
| dc.subject | compensatory strategy | |
| dc.subject | non-compensatory strategy | |
| dc.title | How Self-confidence Moderates the Effect of Two-sided Messages on Purchase Intention | |
| dc.type | Artigo | |
