Message Sidedness Effects in Advertising: The Role of Yin-Yang Balancing Theory

Past research has shown mixed results regarding the persuasiveness of two-sided messages. Various underlying constructs were suggested to explain differences in results. This study draws on Yin-Yang Balancing (YYB) theory and construct tolerance for contradiction (i.e., inconsistency resolution among contrasts) effectiveness ads. The consisted a cross-cultural survey involving Easterners, who hold typically higher contradiction, with Westerners characterized by lower contradiction. A series analyses variance (ANOVAs) conducted explore difference between both groups key variables. Structural equation modeling (SEM) tested proposed conceptual model as whole groups, highlighting differences. Additionally, PROCESS macro was used test mediation effects posited model. findings showed that although does not directly impact purchase intentions, it exerts direct indirect intentions through credibility attitudes Easterners but Westerners. offer important theoretical managerial implications: Two-sided ads are more effective consumers (e.g., Easterners) versus Westerners).