The ambivalence story: using refutation to counter the negative effects of ambivalence in two-sided messages
作者： Erlinde Cornelis , Nico Heuvinck , Anuja Majmundar
DOI: 10.1080/02650487.2019.1624348
关键词: Social psychology 、 Psychology 、 Advertising 、 Ambivalence
摘要: This research establishes attitude ambivalence as an explanation for previous inconsistent results concerning two-sided messages’ effectiveness. The results of a regression study …
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