HIGH ELABORATION LIKELIHOOD, COGNITIVE ATTITUDE FORMATION 91Two-sided messages give both sides of an issue or a product. Empirical studies show that this type of message is
generally more effective in terms of credibility than when only one side is provided.^54 Two sub-types of two-sided
messages can be distinguished: refutational and non-refutational ones. In non-refutational messages, advertisers
simply present positive and negative information. In refutational messages, the advertiser subsequently refutes
or discounts the negative information that was added to the message. Empirical results regarding the credibility of
refutation in two-sided messages are mixed. Some previous studies found no different effects on credibility for both
a refutational and a non-refutational two-sided message. Other studies emphasise that a refutational statement
makes receivers take the message and the source more seriously, implying that a two-sided refutational message
is more credible.^55 These heterogeneous results show that two-sided messages’ effects on credibility are complex.
In a study conducted with 853 teenagers (15–19 year olds, 63.4% females), two-sided refutational and
non-refutational rational and emotional messages were tested by means of ads that warn against the dangers of
binge drinking (a non-controversial issue) and marijuana use (a controversial issue). This study tested if issue
ambivalence has an effect on the responses to refutational and non-refutational two-sided messages.^56 Pre-tests
showed that binge drinking is not at all ambivalent, since most people condemn it. Marijuana use, on the other
hand, is clearly an ambivalent issue for people. One could argue that, for an ambivalent issue, a two-sided message
is ‘normal’ or ‘expected’, as this type of issue is known to have obvious pro and contra arguments. Hence, an
advertiser who uses a two-sided message for an ambivalent issue is not regarded as giving both sides of the issue
voluntarily, but just as acknowledging the inherent ambivalence of the issue. On the other hand, univalent issues
are less obviously dual: they are characterised by either strong pro arguments (univalent positive issue) or strong
contra arguments (univalent negative issue). When counter-information about a univalent issue is disclosed, this
might be perceived as more ‘voluntary’, as the source is not expected to disclose information on both sides of the
issue.^57 Therefore, two-sided messages about univalent issues might be considered as more voluntary, and thus
more credible, than two-sided messages about ambivalent issues.
Besides the sidedness and refutational factors, also the tone of the argumentation was manipulated. Pham found
that the relevance of the arguments (emotional vs rational) depends on the type of consumption motive underlying
the behaviour or the issue. He distinguishes between consummatory motives (i.e. underlying behaviour that is
pleasant as such), which are more affectively driven, and instrumental motives (i.e. underlying behaviour that
is undertaken to achieve well-considered further goals), which are more cognitively driven. Consequently, when
an issue is primarily associated with consummatory motives, affective considerations will be more relevant than
cognitive considerations.^58 In other words, for consummatory behaviour, emotional arguments are more credible
than rational arguments. Like most unrestrained behaviour, binge drinking and marijuana use are inherently con-
summatory, because the act of binge drinking or smoking marijuana holds little if any instrumental value.^59 Studies
show that individuals mostly indulge in drugs for emotional, impulsive, social reasons instead of rational reasons.^60
So, for the issues of binge drinking and marijuana use, emotional arguments would appear to be more relevant, and
thus more credible than rational arguments.
A 2 × 2 × 2 between-subjects factorial experimental design was set up, manipulating refutation within a
two-sided message (two-sided non-refutational vs two-sided refutational), message tone (rational vs emotional),
and ambivalence of the issue (ambivalent vs univalent issue), leading to eight different messages. Each of the
messages contained a main argument against the issue (the directional argument, which is against binge drinking
or against marijuana use) and a secondary argument in favour of the issue (the counter-argument). In the refutational
two-sided messages, this secondary positive argument was refuted. Argument tone (rational vs emotional) was
manipulated through the types of arguments used: general, rational, factual arguments versus personal, emotional,
subjective arguments. Ambivalence of the issue was manipulated through the use of two distinct issues.
The results of the experiment show the following. When the issue is univalent and the arguments are emotional,
a refutational and a non-refutational two-sided message lead to no difference in source credibility and messageresearCh insight
Two-sided messages work better, but is refutation necessary?M03_PELS3221_05_SE_C03.indd 91 6/5/13 3:03 PM