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Two-sided messages in advertising, which contain both negative and positive information, can have varying effects on persuasion. Thus, it is crucial to understand the conditions under which such messages are more or less effective compared to one-sided messages that only contain positive information. This research investigates the moderating role of the visual angle (close-up vs. long shot) of an image by drawing upon construal level theory.

This research reports two experimental studies employing a 2 (message: two-sided [positive and negative information], one-sided [positive information as a control condition]) × 2 (visual angle: near [close-up], distant [long shot]) between-subjects design.

The results demonstrate that two-sided messages paired with a close-up image decrease positive electronic word of mouth (eWOM) due to increased feelings of ambivalence, while two-sided messages paired with a long-shot image increase positive eWOM due to increased perceived authenticity.

These findings provide insight into the impact of two-sided messages on advertising persuasion and provide guidance for marketers in developing effective communication strategies to leverage positive eWOM.

The widespread integration of artificial intelligence (AI)-enabled personalization has sparked a need for a deeper understanding of its transformative potential. To address this, this study aims to investigate the mental models held by consumers from diverse cultures regarding the impact and role of AI-enabled personalization in their lives (i.e. individual well-being) and in society (i.e. societal well-being).

This paper uses the theories-in-use approach, collecting qualitative data via the critical incident technique. This data encompasses 487 narratives from 176 consumers in two culturally distinct countries, Belgium and Pakistan. Additionally, it includes insights from a focus group of six experts in the field.

This research reveals that consumers view AI-enabled personalization as a dual-edged sword: it may both extend and restrict the self and also contribute to an affluent society as well as an ailing society. The particular aspects of the extended/restricted self and the affluent/ailing society that emerge differ across respondents from different cultural contexts.

This cross-cultural research contributes to the personalization and well-being literature by providing detailed insight into the transformative potential of AI-enabled personalization while also having important managerial and policy implications.

The aim of this research was to investigate fans’ responses toward a sponsor that has had a long-standing sponsorship deal with a club and decided also to sponsor the club’s rival.

A long-term sponsorship deal between a retsina wine company and a popular football club and a newly established deal between the company and the main rival club were selected as the research setting. Data were collected from a total sample of 302 participants, fans of the two teams, using an online survey and PLS-SEM was employed to test the relationships of the proposed structural model.

The results provided evidence for the importance of the inclusion of perceptions of fit for both teams to the model as it impacted the responses in the joint sponsorship. Team identification emerged significant for improving fans perceptions of fit between the sponsor and their favorite club but also led fans of the long-term sponsored club to feel betrayed from the sponsor. The sense of betrayal impacted the level of fit, the rejection of sponsorship but did not emerge significant for driving negative responses toward the sponsor’s brand. The same held for the rejection of the joint sponsorship.

This is the very first study that incorporated the effects of the perceptions of fit of two rival clubs to test the effect of sponsorship for a sponsor brand of a deal that includes a longtime sponsored football club and its rival as a newly sponsored one. It is also one of the first attempts that explores relationships between perceptions of fit, sense of betrayal and rejection of a joint sport sponsorship in a rivalry context, highlighting the importance of preventing fans' betrayal.

This study examines the inverted U-shaped relationship between a live-streaming seller’s disclosure of two-sided product information and consumers’ trust in the seller and product. It also explores the interaction between these two types of information disclosure and their impact on purchase intention in the live-streaming sales context.

An e-questionnaire survey was conducted in China, followed by multiple regression and structural equation modeling analyses.

The disclosure of both negative and positive product information is positively correlated with consumers’ trust in the seller or product but does not directly affect their purchase intention. Negative information disclosure neither enhances nor diminishes the positive impact of disclosing positive information on consumer trust.

Live-streaming sellers (i.e. retailers or manufacturers) should disclose both positive and negative product information to form consumers’ trust toward them (or products) and enhance sales.

Live-streaming sellers often worry about the negative effects of excessive promotions or disclosure of positive or negative product information. However, these negative effects were not statistically significant.

Since some researchers have found nonlinear effects of two-sided product information in other contexts, this study is the first to focus on the impact of live-streaming sellers’ disclosure of two-sided product information on consumers’ trust in the live-streaming sales context rather than on the information per se.

Building upon the cognition-affect-behavior (CAB) model and script theory, this research aims to enrich the existing literature on historic town tourism consumption by offering empirical evidence of how the cognitive and affective images of historic towns contributes to tourists' memorable tourism experiences (MTE) and revisit intention, while identifying the cognitive image dimensions that are relevant for evaluating historic towns.

An on-site survey was conducted with 486 local tourists who visited the historic towns in Chengdu. partial least squares-structural equation modeling (PLS-SEM) was utilized to assess both the measurement and structural models.

(1) Cognitive image emerged as a significant predictor of affective image; (2) Both cognitive image and affective image had a positive influence on MTE, in which cognitive image played a more dominant role in shaping MTE; (3) MTE was found to strongly predict revisit intention among tourists; (4) MTE and affective image mediated the relationship between cognitive image and revisit intention.

This research highlights the value of incorporating cognitive and affective constructs in predicting MTE, and the proposed integrated framework of the CAB model and script theory exhibits superior predictive power in understanding tourists' revisit intention.

This research provides empirical insights about how historic towns improve their marketing strategies as short day-trip destinations.

This research provides a novel insight on the applicability of an integrated model combining the CAB model and script theory in explaining the revisit behavior of local tourists within the context of historic towns.

The purpose of this paper is to shed light on the protection motivation theory’s (PMT) maladaptive coping response to anti-Covid-19 preventive persuasive appeals. PMT is based on coping appraisal that may lead to either an adaptive- or a maladaptive coping response. It has been suggested that the maladaptive coping response is not sufficiently investigated and can be represented by individuals’ resistance to anti-Covid-19 persuasive messages. It has been also supposed that resistance is predicted and modeled through a set of cognitive, affective and individual factors such as information processing style, fear arousal, gender and coping self-efficacy.

An experiment and a survey were conducted online on a random sample of 290 individuals. The sample was divided into two groups, each of which was exposed to an anti-Covid-19 persuasive message.

The findings show that resistance to anti-Covid-19 persuasion is not directly predicted by the individual’s exposure to the message, but channeled through an affective and a cognitive process. It was also reported that resistance is predicted by both the reflective and the nonreflective information processing styles, which are in turn predicted by a high versus a low fear arousal. Fear arousal level was shown to be moderated by gender and coping self-efficacy.

This research brings additional insight to the PMT in so far that it highlights the maladaptive coping response through resistance to persuasion in a pandemic context.