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Skeptical consumers: the relation between message sidedness and skepticism

Grant number: 15/20050-8
Support Opportunities:Scholarships in Brazil - Scientific Initiation
Effective date (Start): February 01, 2016
Effective date (End): January 31, 2017
Field of knowledge:Applied Social Sciences - Administration - Business Administration
Principal Investigator:José Mauro da Costa Hernandez
Grantee:Maria Paula Veronezi Strano
Host Institution: Escola de Artes, Ciências e Humanidades (EACH). Universidade de São Paulo (USP). São Paulo , SP, Brazil

Abstract

The study aims to evaluate the effect of the consumer skepticism on the message sidedness and the influence of attributes relevant in the two-sided message structure. It is expected that consumers with high levels of skepticism will evaluate more negatively one-sided messages than consumers with low levels of skepticism. Further, it is expected that consumers with high levels of skepticism will evaluate better two-sided messages with a negative and relevant attribute while the evaluation of bilateral messages with irrelevant attributes will be evaluated more negatively than one-sided messages. The hypotheses will be tested by means of 2 experiments. Actual, unknown, brands will be used as stimuli. The study contributes to both the literature on consumer skepticism towards propaganda as well as to the literature about message sidedness in advertising.

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Scientific publications
(References retrieved automatically from Web of Science and SciELO through information on FAPESP grants and their corresponding numbers as mentioned in the publications by the authors)
DA COSTA HERNANDEZ, JOSE MAURO; MARQUES DA COSTA FILHO, MURILO CARRAZEDO; VERONEZI STRANO, MARIA PAULA. When transparency pays off: Enticing sceptical consumers with two-sided advertising. INTERNATIONAL JOURNAL OF CONSUMER STUDIES, v. 47, n. 1, p. 17-pg., . (15/20050-8, 18/24593-4)

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