What is the main effect of using two-sided messages in persuasion?

Using two-sided messages in persuasion is characterized by the inclusion of both supportive arguments and counterarguments. This approach is effective because it acknowledges opposing viewpoints, making the message more credible and balanced. When a communicator presents both sides, it demonstrates a level of honesty and thoroughness that can enhance the audience's trust in the message.

Such messages are perceived as more balanced because they reflect an understanding of the complexity of the topic at hand, allowing the audience to feel that their own concerns or objections are being recognized and considered. This perception can lead to a greater likelihood of acceptance, as the audience feels that they are receiving a fair assessment rather than a one-sided pitch.

Additionally, two-sided arguments can also encourage critical thinking, prompting the audience to weigh the merits of both sides of the argument. This reasoning contributes to a stronger persuasive impact, as it engages the audience at a deeper cognitive level rather than just appealing to their emotions.