and Chinese cultures and previous studies on advertising sidedness and conclusiveness.

The effectiveness of advertising sidedness and conclusiveness on people's behavioral intention seems to be more complicated.

The cultural effects of advertising sidedness and conclusiveness might be easier to detect if some other topic were used for the research.

Table 1: Mean Knowledge, Attitude, and Behavioral Intention across Advertising Sidedness and Conclusiveness between U.S.

Therefore we relied on a 2 (message sidedness: one-sided vs.

Further, no main effect of message sidedness on perceived message quality and difficulty was found.

To test hypotheses 1 and 2, analysis of variance (ANOVA) was carried out with a 2 (message sidedness: one-sided vs.

However, the main effect of message sidedness was significant, [F.sub.1,197] = 3.90, p = .05.

To test hypotheses 3 and 4, ANOVA was carried out with a 2 (message sidedness: one-sided vs.

Sidedness, then, is not a transmittable property of individuals.

The difference between sidedness and moiety Organisation becomes clearer when one considers the essentially statistical nature of sidedness.

In this light, it is worth stressing that a cumulative behavioural effect such as a propensity towards sidedness does not require linguistic expression as such.

However, if someone does marry a person with whom a previous connection exists--there may be good demographic, political and other reasons for doing so--then the landscape of relationships within which this selection is made is strongly biased in favour of sidedness. In other words, sidedness is not a principle of action but rather a context of interaction.

Such variability is inherent to sidedness itself, an emergent form whose continuity is founded upon a systemic integration of successive modifications rather than upon the simple iteration of some initial pattern.