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

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.