Which of the following best describes the findings of research on 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

Research has shown that two-sided messages, which acknowledge the opposing viewpoint or potential drawbacks of a product, can be quite effective in persuading consumers. However, many marketers are hesitant to use this type of message because they fear it may confuse or turn off consumers. Therefore, while two-sided messages can be effective, they are not widely used by marketers.

Which of the Following Best Describes the Findings of Research