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Message efficacy for one-sided versus two-sided messages: the moderating role of attitude ambivalence

Nico Heuvinck (UGent) , Iris Vermeir (UGent) and Maggie Geuens (UGent)
Author
Organization
Keywords
attitude ambivalence, message sidedness, attitude certainty, purchase intention, attitudes

Citation

Please use this url to cite or link to this publication:

Chicago
Heuvinck, Nico, Iris Vermeir, and Maggie Geuens. 2010. “Message Efficacy for One-sided Versus Two-sided Messages: The Moderating Role of Attitude Ambivalence.” In Proceedings of the 39th Annual Conference of the European Marketing Academy, ed. S.C. Beckmann, T. Ringberg, and T. Ritter, 189–189.
APA
Heuvinck, N., Vermeir, I., & Geuens, M. (2010). Message efficacy for one-sided versus two-sided messages: the moderating role of attitude ambivalence. In S. C. Beckmann, T. Ringberg, & T. Ritter (Eds.), Proceedings of the 39th Annual Conference of the European Marketing Academy (pp. 189–189). Presented at the The 6 Senses - The Essentials of Marketing (EMAC 2010).
Vancouver
1.
Heuvinck N, Vermeir I, Geuens M. Message efficacy for one-sided versus two-sided messages: the moderating role of attitude ambivalence. In: Beckmann SC, Ringberg T, Ritter T, editors. Proceedings of the 39th Annual Conference of the European Marketing Academy. 2010. p. 189–189.
MLA
Heuvinck, Nico, Iris Vermeir, and Maggie Geuens. “Message Efficacy for One-sided Versus Two-sided Messages: The Moderating Role of Attitude Ambivalence.” Proceedings of the 39th Annual Conference of the European Marketing Academy. Ed. S.C. Beckmann, T. Ringberg, & T. Ritter. 2010. 189–189. Print.
@inproceedings{986243,
  author       = {Heuvinck, Nico and Vermeir, Iris and Geuens, Maggie},
  booktitle    = {Proceedings of the 39th Annual Conference of the European Marketing Academy},
  editor       = {Beckmann, S.C. and Ringberg, T. and Ritter, T.},
  isbn         = {9788792569011},
  keyword      = {attitude ambivalence,message sidedness,attitude certainty,purchase intention,attitudes},
  language     = {eng},
  location     = {Copenhagen Business School, Denmark},
  pages        = {189--189},
  title        = {Message efficacy for one-sided versus two-sided messages: the moderating role of attitude ambivalence},
  year         = {2010},
}