has shown that:
A)celebrities are effective peripheral cues in a high-involvement situation
B)celebrities are effective peripheral cues in a low-involvement situation
C)the quality of message arguments is likely to be very important in a low-involvement situation
D)the quality of the message claims is always less likely to be persuasive than the status of the celebrity endorser
E)peripheral cues are more important than detailed messages in high-involvement situations

Question

Quizplus · Accepted Answer

Research has shown that celebrities are effective peripheral cues in a low-involvement situation, where consumers are not highly motivated to process detailed information about a product or service. In these situations, the celebrity's status and image can influence consumers' attitudes and behavior towards the product or service being endorsed. However, in high-involvement situations where consumers are motivated to process detailed information, the quality of message arguments and product attributes become more important than celebrity endorsements.

Has Shown That