ATTITUDE SCENARIO
Consider a consumer who is contemplating an new automobile purchase. She has narrowed her decision down to two brands, Honda Accord and Ford Taurus. She has identified gas mileage, price, warranty, and styling to be important attributes to consider in her decision. Her evaluative ratings (e) for each attribute and her beliefs of how each brand performs on a given attribute (b) are given below:

-Refer to Attitude Scenario. According to the elaboration likelihood model (ELM), this consumer will likely be influenced by which route to persuasion?
A) central route
B) peripheral route
C) primary route
D) sentiment route
E) matchup route

Question

ATTITUDE SCENARIO
Consider a consumer who is contemplating an new automobile purchase. She has narrowed her decision down to two brands, Honda Accord and Ford Taurus. She has identified gas mileage, price, warranty, and styling to be important attributes to consider in her decision. Her evaluative ratings (e) for each attribute and her beliefs of how each brand performs on a given attribute (b) are given below:
 
-Refer to Attitude Scenario. According to the elaboration likelihood model (ELM), this consumer will likely be influenced by which route to persuasion?
A) central route 
B) peripheral route 
C) primary route 
D) sentiment route 
E) matchup route

Quizplus · Accepted Answer

The elaboration likelihood model suggests that individuals process information through two routes to persuasion: central and peripheral. The central route involves a thorough analysis of the arguments presented and is typically used when the individual has high involvement and motivation to process the information presented. In this scenario, the consumer has identified several important attributes and has evaluated the importance of each, suggesting that she has high involvement in the decision-making process. Therefore, she is more likely to be influenced by the central route, as she will carefully consider each brand's performance on each attribute before making a decision.

ATTITUDE SCENARIO Consider a Consumer Who Is Contemplating an New Automobile Purchase