The makers of the new Adobe automobile are sick and tired of TV commercials that rely on images of sex and "life in the fast lane" to sell cars. Besides, they believe that if their commercials simply present the true facts about why their car is the best on the market, potential buyers are more likely to develop a long-lasting preference for the Adobe. Which of the following is illustrated by a "fact-based" marketing strategy?

Question

Quizplus · Accepted Answer

A fact-based marketing strategy is an example of using the central route to persuasion, where potential buyers are persuaded through the content of the message, rather than peripheral cues such as sex and fast cars. This route relies on cognitive processing and the weighing of information to develop a long-lasting preference for the product.

The Makers of the New Adobe Automobile Are Sick and Tired