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Message sidedness in advertising: the moderating roles of need for cognition and time pressure in persuasion.

Persuasion has been extensively researched for decades. Much of this research has focused on different message tactics and their effects on persuasion (e.g., Chang & Chou, 2008; Lafferty, 1999). This research aims to assess whether the persuasion of a specific type of message is influenced by need for cognition (NFC) and time pressure. The 336 undergraduates participated in a 2 (message sidedness: one-sided/two-sided) × 3 (time pressure: low/moderate/high) between-subjects design. Results indicate that two-sided messages tend to elicit more favorable ad attitudes than one-sided messages. As compared with low-NFC individuals, high-NFC individuals are likely to express more favorable ad attitudes, brand attitudes and purchase intention. Moderate time pressure tends to lead to more favorable ad attitudes than low time pressure and high time pressure. In addition, moderate time pressure is likely to elicit more favorable brand attitudes and purchase intentions than high time pressure, but does not elicit more favorable brand attitudes and purchase intentions than low time pressure. Furthermore, when high-NFC individuals are under low or moderate time pressure, two-sided messages are more persuasive than one-sided messages; however, message sidedness does not differentially affect the persuasion when high-NFC individuals are pressed for time. In contrast, one-sided messages are more persuasive than two-sided messages when low-NFC individuals are under low or high time pressure, and two-sided messages are more persuasive than one-sided messages when low-NFC individuals are under moderate time pressure.