While designing a commercial for Bliss Burgers, the marketing department proposed using a two-sided message structure. However, the company management was apprehensive and insisted on using a one-sided advertising message. Which of the following statements best describes the reason for the management's apprehension?
A. The management was concerned over presenting only the negative attributes of Bliss Burgers.
B. The management was concerned about the impact of a two-sided message on source credibility.
C. Two-sided messages cause consumers to expect more than any product could offer.
D. The management was concerned over the negative effects of acknowledging a weakness in its brand.
E. Two-sided messages were proven ineffective by a number of different advertising research studies.
Answer: D
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