An empirical study on the effects of sidedness and comparativeness of Ad message

CHO HAN JIN(Major in Marketing Dept. of Business Administration Graduate School Hanyang University)

The purpose of this study is to know the effects of sidedness and comparativeness of Ad message by empirical research.

For these purposes, hypotheses about the effects of sidedness and comparativeness in high involvement situation were established.

H1; one-sided appeals result in a more favorable than two-sided appeals.

H2; Comparative appeals result in a more favorable than noncomparative appeals.

H3; There are interaction effects between sidedness and comparativeness of Ad message in the favorability.

The hypothese are confined to high involvement situation, and the responses to four (sidedness 2 x comparativeness 2)

different messages are measured by four types black R white advertisement.

The responeses are composed of acceptance of key claims, message believablity and purchase intention.

These constructs contain 3 items respectively.

Among these 9 items, 6 were grouped into 1, favorability, and the reliability coefficientis 0.88.

0.88 means these 6 items have a consistency in measuring the favorability.

In ANOVA, H, and H3 were accepted, and H2 was rejected.

It means follows; In case of college students (In one timce exposure) One-sided appeals were revealed a more favorable than two-sided appeals.

Comparative appeals has no significant differences in their responses.

There are interaction effects between sidedness and comparativeness of Ad message in the favorability.