Message Factors: Messages

Question 1

What is a one-sided message?

Answer 1

Message that only offers arguments in support of the advocated position.

Question 2

What is a two-sided message?

Answer 2

Message that offers arguments in support of advocated position and discusses opposing arguments.

Question 3

Identify and explain the two types of two-sided messages?

Answer 3

Refutational two-sided message- message brings up counter argument then refutes it.

Non-refutational two-sided message- Brings up counter argument, then tries to overwhelm opposing argument with other points without trying to refute it.

Question 4

Comparing one-sided messages and refutational two-sided messages, which is generally more persuasive, more credible? Identify a limiting condition on these effects.

Answer 4

Two-sided messages are generally perceived to be more persuasive and more credible.
- limitation: two-sided refutational message will only give credibility to the argument if it is plausable and believable

Question 5

What are the differences in persuasiveness and perceived credibility between one-sided messages and non refutational two-sided messages?

Answer 5

Two-sided non refutational messages won’t always be more persuasive and perceived to be more credible. It depends on the persuasive context- if we’re in an advertising or non-advertising context.

Question 6

In advertising contexts, how do one-sided messages and nonrefutational two-sided messages differ in persuasiveness and credibility?

Answer 6

• in advertising context, two-sided non refutational messages are not necessarily more persuasive than one-sided messages.
• in advertising context, two-sided non refutational messages are more credible than one sided messages

Question 7

In non advertising contexts, how do one-sided messages and nonrefutational two-sided messages differ in persuasiveness and credibility?

Answer 7

• in non advertising contexts, non refutational two-sided argument is less persuasive than one-sided messages because you arm opponent with counter argument without opposing it
• in same context, there’s no difference in credibility between the two

Question 8

What explains the differences in how non refutational two sided messages work in advertising and non-advertising contexts? Explain the role of skepticism.

Answer 8

Credibility

• In advertising context, people are skeptical and don’t expect advertisers to address opposing arguments
• In advertising context, when nonrefutational two sided messages address counter argument, get a boost in credibility. But in non advertising context, these messages don’t make someone more credible because they don’t see address message with skepticism.

Persuasion

• In non-advertising contexts, nonrefutational two sided messages have negative effect on persuasion- address counter argument but don’t refute.
• Messages don’t hurt persuasion in advertising contexts