Message Sidedness in Health Claims: Roles of Mood State, Product Involvement, and Self-Rated Health Status.

Most of the previous studies with respect to message sidedness mainly focus on the effect of message sidedness in advertising on behavior of consumers and it is unknown how consumers respond to different message sidedness when a one-sided or two-sided message in claims shown on the package of a healthy food product. This study explores the underlying mechanisms how consumers respond to different message sidedness in claims. The results indicate that two-sided messages in claims are more persuasive than one-sided messages because they pass the "sufficiency threshold." In addition, the results of this article show that mood state, product involvement, and self-rated health of individuals moderate the relationship between message sidedness in claims and product evaluation.

How narrative transportation in movies affects audiences' positive word-of-mouth: The mediating role of emotion.

On the basis of the cognitive-affective-behavioral model, this study investigated the effects of narrative transportation in movies on audience emotion and positive word-of-mouth (PWOM). To the best of the authors' knowledge, this is the first study to explore the effects of the multidimensionality of narrative transportation on the multidimensionality of emotion. In this study, narrative transportation was divided into dimensions of empathy, immersion, and belief revision, and emotion was divided into pleasure and arousal. To explore the relationship between narrative transportation, emotions, and PWOM, the participants, comprising individuals with movie watching experience, completed a questionnaire on the movie that had left the deepest impression on them. The responses were analyzed through structural equation modeling. Empathy, immersion, and belief revision were significantly and positively associated with pleasure and arousal, which positively correlated with PWOM. The relationship between empathy or immersion and PWOM was partially mediated by pleasure and arousal, whereas pleasure and arousal fully mediated the association between belief revision and PWOM. Practical suggestions for filmmakers were derived from the present findings.