A consumer engaged in peripheral route processing is more likely to make an impulse buy than a consumer engaged in central route processing.

Question

Quizplus · Accepted Answer

Peripheral route processing is a type of cognitive processing where consumers make decisions based on superficial, non-relevant cues such as packaging and aesthetics rather than thoroughly evaluating the product. This makes them more susceptible to impulse buying as they are not carefully considering the product's features and benefits. On the other hand, central route processing involves consumers making decisions based on a more intricate evaluation of the product's attributes and benefits, which is less likely to lead to impulse buys.

A Consumer Engaged in Peripheral Route Processing Is More Likely