If a consumer is persuaded to buy a product by a message that requires little thought and is based on an association with a brand's positive consumption experiences from the past, the consumer used a ________ to arrive at this purchase decision.
A) behavioural route
B) central route
C) subjective route
D) objective route
E) peripheral route

Question

Quizplus · Accepted Answer

The peripheral route of persuasion is characterized by a message that requires little thought and is based on associations with positive consumption experiences from the past. In this case, the consumer is not engaging in a high level of cognitive processing, but rather relying on peripheral cues such as the brand name or past experiences to make the purchase decision.

If a Consumer Is Persuaded to Buy a Product by a Message