The effects of price and message-sidedness on confidence in product and advertisement with personal involvement as a mediator variable

Attribution of confidence by consumers when the price of the product is known, has already been investigated in previous studies, as has been attribution of confidence from advertisements' sidedness. This study, based on a 2 × 3 × 2 (sidedness × price levels × type of product) factorial design, focuses in the interactive effects of price and message-sidedness, since consumers are rarely exposed to one single variable of the marketing strategy. A model is developped, which is articulated on the central concept of consumer involvement. It is found that under high involvement, high price enhances confidence in the product (but not in the advertisement), two-sided messages increase confidence in the advertisement (but not in the product). It is also shown that two-sided messages bring about higher-confidence in the product when price is at the medium level.