A Two-Sided Message with a Refutational Appeal Is More Effective

question 33

Multiple Choice

A two-sided message with a refutational appeal is more effective than a one-sided message because it:

• A)presents only arguments favoring an advertiser's position.
• B)puts the strongest arguments in the middle of an advertising message.
• C)inoculates the target audience against a competitor's counterclaim.
• D)increases the level of counterargument.
• E)is easily understood and accepted by the target audiencE.Since refutational appeals tend to "inoculate" the target audience against a competitor's counterclaims, they are more effective than one-sided messages in making consumers resistant to an opposing message.

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Definitions:

Volume

The amount of space that a substance or object occupies, or that is enclosed within a container.

Experiment

A scientific procedure undertaken to make a discovery, test a hypothesis, or demonstrate a known fact.

Hypothesis

A hypothesis is a proposed explanation made on the basis of limited evidence as a starting point for further investigation.

Variable

An element, feature, or factor that is liable to vary or change.