For ____-involvement purchases, the central route to persuasion, provoking considered thought about the product, is likely to be a highly effective marketing strategy. For ___-involvement purchases, the peripheral route to persuasion is likely to be more effective.
A) high; low
B) low; high
C) high; medium
D) none of the above.

Question

Quizplus · Accepted Answer

High-involvement purchases are those that require a lot of consideration and are significant investments, such as cars or homes. Therefore, consumers are more likely to engage in a central route to persuasion, where they consider the product features and benefits carefully. On the other hand, low-involvement purchases are those that are low cost and don't require much consideration, such as snacks or drinks. In this case, consumers are more likely to process information through the peripheral route to persuasion, where they may be influenced by simple cues such as attractive packaging or endorsements from celebrities.

For ____-Involvement Purchases, the Central Route to Persuasion, Provoking Considered