Effectiveness of Message Sidedness and Credibility on Healthy Eating to Prevent Cancer

The findings indicate a strong effect of credibility on attitude as well as intention, and the influence of message sidedness is significant with respect to attitude, but not significant on intention.

Abstract

Abstract This study uses an experimental approach to test the influence of message sidedness and credibility on the attitude and intention toward following the guidelines for healthy eating and preventing cancer. The findings indicate a strong effect of credibility on attitude as well as intention. The influence of message sidedness is significant with respect to attitude, but not significant on intention. Implications for marketers in terms of message strategy are discussed.