Pengaruh Two-Sided Persuasion Terhadap Nilai Beli Konsumen Diantarai Oleh Sikap

Abstract

The two-sided persuasion has significant impact to the customer’s desire to buy product. It is indicated by their response to advertising program. Advertising with two-sided persuasion has stronger massage hence it appreciates effectively in the challenging communication. In the negative trust circumstance, prime task of marketer is to neutralize the perception and to develop the image. This paper reviews some the empirical studies in this subject. Most of the result suggested that the two-sided persuasion could improve credibility. Two-sided persuasion succeed in term present both positive and negative information.