Pros and Cons or only Pros—The Effects of Message Sidedness on Sustainable Consumer Behavioral Intentions
Firms frequently use message prompts to influence consumer decision-making and behavior.However,research on the boundary conditions and mechanisms driving the effects of these prompts remains limited.The present research investigates how perceived self-control and dialectical thinking influence the effectiveness of message sidedness(one-sided vs.two-sided messages)on sustainable behavioral intentions.Across three experiments,we found that two-sided message prompts were more effective for consumers with high self-control.The interaction between message sidedness and self-control was serially mediated by perceived trust towards the message prompts and the platform.Additionally,dialectical thinking enhanced consumers'perceived trust in two-sided message prompts,further boosting sustainable behavioral intentions.These findings contribute to a better understanding of prompt effectiveness and offer practical guidance for firms,platforms,and policymakers on promoting sustainable consumption more effectively.
NETL
NSTL
万方数据
