On the interdependence of conflicting advice messages: an extension of advice response theory

Despite the common occurrence of conflicting recommendations, research on advice has largely focused on understanding responses to isolated advice messages. To address this gap, this study extends Advice Response Theory (ART) by testing an interdependence model of responses to conflicting advice. We observed both within- and cross-message mediating effects of message evaluation. Specifically, perceived advisor characteristics of a given advice message were linked to evaluations of both that message and its conflicting counterpart; these evaluations, in turn, were related to the outcomes of both messages. While within-message effects were positive, cross-message effects were negative, indicating mutual interference between conflicting advice. This interference was particularly stable between source and message perceptions, whereas that between message perceptions and outcomes was less consistent, varying depending on specific message assessments. Collectively, these findings extend ART by highlighting the need to consider advice responses–and potentially health messaging responses in general–within a broader network of competing messages. The results also have practical implications for advising, suggesting that well-informed advisors should strategically present themselves and frame their messages while simultaneously addressing conflicting recommendations to maximize their impact and promote accurate decision-making.