When central processing of an advertising message occurs, the consumer pays close attention to message content and scrutinizes the message arguments.

Question

Quizplus · Accepted Answer

This statement is true. When central processing occurs, the consumer is actively engaged in processing the message and evaluating the arguments presented. The quality of the arguments presented will have a significant impact on the ad's ability to persuade the receiver.

When Central Processing of an Advertising Message Occurs, the Consumer