Which statement best explains the research findings about using two-sided messages to communicate with consumers?
A) Two-sided messages are widely used and are very effective in reaching target audiences.
B) Two-sided messages are cost-prohibitive.
C) Two-sided messages can be quite effective, yet marketers rarely use them.
D) Two-sided messages are no different from one-sided messages and are used equally by marketers.

Question

Quizplus · Accepted Answer

Two-sided messages, which present both the positives and negatives of a product or service, can be quite effective in building credibility and trust with consumers. However, despite their effectiveness, they are not commonly used by marketers, who may prefer more traditional, one-sided promotional strategies that focus solely on the positive aspects.

Which Statement Best Explains the Research Findings About Using Two-Sided