Understanding two-sided persuasion: An e
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Martin Eisend
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Article
📅
2007
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John Wiley and Sons
🌐
English
⚖ 332 KB
## Abstract This study tries to evaluate empirically the validity and generality of causal models based on alternative theories and the integrative frame‐work provided by Crowley and Hoyer (1994) to explain the underlying persuasive mechanisms of two‐sided messages in marketing. In addition to an e