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Observations SD or Effect Comment (95% CI) Size Samples T wo-sided messages (0.10 – 0.17) r = .14 37 produce a mix of positive and negative outcomes, including higher source credibility (r = .22) and lower attitudes toward the ad (r = −.05) Presented results for 21 r = .14 other tactics Warnings p
2,643 3,229 3,877
T wo-sided messages and purchase intentions Warning labels and compliance
Topic (same) (same)
(Continued) Eisend, International Journal of Research in Marketing, Keller & Lehmann, Journal of Public Policy & Marketing, Cox, Wogalter, Stokes, & Murff, Journal of Public Policy & Marketing, 1997 Argo & Main, Journal of Public Policy & Marketing,
table 8.3 Source 2006 2008 2004
