A consumer is persuaded to buy a product by a message that requires little thought and is based on an association with a brand's positive consumption experiences from the past. In this situation, the consumer used a ________ to arrive at this purchase decision.
A) central route
B) peripheral route
C) behavioral route
D) subjective route
E) objective route

Question

Quizplus · Accepted Answer

The consumer used the peripheral route to arrive at this purchase decision as the message required little thought and was based on an association with the brand's positive consumption experiences from the past. In the peripheral route, consumers are persuaded by surface-level cues, such as the brand's image or the attractiveness of the message, rather than by the substance of the message itself.

A Consumer Is Persuaded to Buy a Product by a Message