The makers of the new Adobe automobile are 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. According to the elaboration likelihood model, this approach exemplifies the _____ route to persuasion.
A)central
B)peripheral
C)autonomic
D)somatic

Question

Quizplus · Accepted Answer

The elaboration likelihood model of persuasion suggests that there are two main routes to persuasion: the central route and the peripheral route. The central route involves careful and thoughtful consideration of the true merits of the information presented (e.g., factual and detailed arguments about why a product is superior). Since the makers of the Adobe automobile intend to use commercials that present true facts about why their car is the best, rather than relying on superficial or emotional appeals, this approach exemplifies the central route to persuasion.

The Makers of the New Adobe Automobile Are Tired of TV