This article seeks to clarify how two-sided messages work by explaining their causal effects on purchase intention moderated by the self-confidence of individuals. Three studies were performed. Study 1 measured individuals’ levels of self-confidence and their purchase intentions in front of one- or two-sided messages. Studies 2 and 3 manipulated individuals’ levels of self-confidence and analysed the strategies used to evaluate alternatives in cognitive decision-making. Both studies elaborated on the underlying mechanisms by which low (study 2) and high (study 3) self-confident individuals process two-sided messages, explaining the results of study 1. Self-confidence is a moderator variable for the effect of two-sided messages on purchase intention. When an individual’s self-confidence level is high (low), exposure to a two-sided message will increase (reduce) purchase intentions compared to exposure to a one-sided message. Low self-confident individuals apply a non-compensatory strategy to evaluate the offer, whereas high self-confident individuals apply a compensatory strategy to evaluate the offer. The findings suggest a communication strategy oriented to inform and increase consumers’ self-confidence. The findings contribute to a more detailed and refined knowledge of the underlying mechanisms by which two-sided messages are processed.

本文试图通过解释双向消息如何发挥作用，方法是解释双向消息对个人自信心调节的购买意愿的因果关系。进行了三项研究。研究1在单面或双面信息前测量了个人的自信心水平和购买意愿。研究2和3处理了个体的自信心水平，并分析了用于评估认知决策中替代方案的策略。两项研究都详细阐述了低位（研究2）和高位（研究3）个体处理双向信息的潜在机制，从而解释了研究1的结果。有关购买意向的副词。当一个人的自信心水平高（低）时，与暴露于双面消息相比，暴露于双面消息将增加（减少）购买意愿。低自信的人使用非补偿性策略来评估要约，而高自信的人使用补偿性策略来评估要约。研究结果表明了一种沟通策略，旨在告知和增强消费者的自信心。这些发现有助于更深入，更精确地了解处理双边消息的潜在机制。研究结果表明了一种沟通策略，旨在告知和增强消费者的自信心。这些发现有助于更深入，更精确地了解处理双边消息的潜在机制。研究结果表明了一种沟通策略，旨在告知和增强消费者的自信心。这些发现有助于更深入，更精确地了解处理双边消息的潜在机制。