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Title
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The credibility of refutation in two-sided anti-drug messages
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Author
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Abstract
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| Purpose - This study aims to address the credibility effects of refutational versus non-refutational two-sided messages. Additionally, it aims to unravel the moderating role of issue ambivalence and argument type. Design/methodology/approach - A2 x 2 x 2 between-subjects factorial experimental design (N = 853 adolescents) investigates the effect of eight anti-binge drinking and anti-marijuana messages on source and message credibility. Findings - The results show that refutation increases credibility compared to non-refutation. Additionally, a three-way interaction effect is found: credibility depends on the ambivalence of the issue and the argument type. Originality/value - First, this study clarifies the inconsistencies found in previous literature regarding (non-) refutational two-sided messages by addressing two important (and so far neglected) moderating variables. Second, we provide useful new insights for health practitioners who develop campaigns to prevent drug abuse among adolescents. |
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Language
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English
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Source (journal)
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Journal of Social Marketing
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Publication
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2015
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ISSN
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2042-6763
2042-6771
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DOI
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10.1108/JSOCM-03-2014-0020
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Volume/pages
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5
:3
(2015)
, p. 241-257
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ISI
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000371340100004
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Full text (Publisher's DOI)
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Full text (open access)
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