Page 239 - The Handbook of Persuasion and Social Marketing

T wo-sided messages produce a mix of positive and negative outcomes, including higher source credibility (r = .22) and lower attitudes toward the ad Presented results for 21 Warnings produce a 16% increase in compliance rates Warnings also increase attention (r = .22), comprehension (r = .23), recall (r =

Comment (r = −.05) other tactics risks (r = .09)

SD or (95% CI) (0.10 – 0.17) d = .31 (r = .153) 0.23

Effect Size r = .14 r = .14 r = .19

Samples

37 79
Observations

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