social sciences $€ £ ¥ Article Message Sidedness Effects in Advertising: The Role of Yin-Yang Balancing Theory Myriam Ertz 1,* , Myung-Soo Jo 2, Fahri Karakas 3 and Emine Sarigöllü 2 1 LaboNFC, Department of Economics and Administrative Sciences, University of Quebec at Chicoutimi, Saguenay, QC G7H 2B1, Canada 2 Desautels Faculty of Management, McGill University, Montreal, QC H3A 1G5, Canada;
[email protected] (M.-S.J.);
[email protected] (E.S.) 3 Norwich Business School, University of East Anglia, Norwich NR4 7TJ, UK;
[email protected] * Correspondence:
[email protected]; Tel.: +1-418545-5011 Abstract: Past research has shown mixed results regarding the persuasiveness of two-sided messages. Various underlying constructs were suggested to explain the differences in results. This study draws on the Yin-Yang Balancing (YYB) theory and the construct of tolerance for contradiction (i.e., the tolerance for inconsistency and resolution among contrasts) to explain differences in the effectiveness of two-sided ads. The study consisted of a cross-cultural survey involving Easterners, who hold typically higher tolerance for contradiction, with Westerners characterized by a lower tolerance for contradiction. A series of analyses of variance (ANOVAs) were conducted to explore the difference between both groups on key variables. Structural equation modeling (SEM) tested the proposed conceptual model as a whole and for both groups, highlighting key cross-cultural differences. Ad- ditionally, the PROCESS macro was used to test the mediation effects posited in the model. The findings showed that although the tolerance for contradiction does not directly impact purchase Citation: Ertz, Myriam, Myung-Soo intentions, it exerts both direct and indirect effects on purchase intentions through credibility and at- Jo, Fahri Karakas, and Emine titudes for Easterners but not for Westerners.