Cognitive processing of one- and two-sided persuasive messages

Jerold L. Hale, Paul A. Mongeau, Randi M. Thomas

Research output: Contribution to journalArticlepeer-review

31 Scopus citations


Studies regarding message sidedness and persuasion indicate that sidedness effects are moderated by the type of two-sided message employed, but do not indicate why various messages differ in persuasiveness. This research tests two causal models of cognitive processing. Model 1 posits that messages produce general evaluations that prompt the generation of cognitions. Model 2 suggests messages prompt cognitions upon which subsequent evaluations are based. The data are consistent with Model 2 and inconsistent with Model 1 and begin to demonstrate how one-sided, nonrefutational two-sided, and refutational two-sided messages are processed.

Original languageEnglish (US)
Pages (from-to)380-389
Number of pages10
JournalWestern Journal of Speech Communication
Issue number4
StatePublished - 1991
Externally publishedYes

ASJC Scopus subject areas

  • Language and Linguistics
  • Communication


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