Moderating disconfirmation of expectations through the use of two-sided appeals: A longitudinal approach

Abstract

Abstract This study utilizes a longitudinal approach to investigate the effects of agradual versus a more dramatic increase in prior consumer expectations on post-trial evaluation and purchase intention through subjects' exposure to a one-sided or two-sided refutational appeal.The results show that (1) the two-sided refutational appeal resulted in higher product evaluations and intention ratings after trial relative to the one-sided appeal for all experimental conditions; and (2) the two-sided appeal moderates consumer disconfirmation and an observed contrast effect when expectations are increased gradually. For these reasons, increased use of two-sided refutational appeals by advertisers is recommended.