The credibility of refutation in two-sided anti-drug messages

Abstract

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

A 2 × 2 × 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.

Citation

Cornelis, E., Cauberghe, V. and De Pelsmacker, P. (2015), "The credibility of refutation in two-sided anti-drug messages", Journal of Social Marketing, Vol. 5 No. 3, pp. 241-257. https://doi.org/10.1108/JSOCM-03-2014-0020