Maureen was trying to decide which one of two national brand computers to buy. She was pretty well set on buying the "Brand A" computer when one of her friends mentioned that Kevin Costner did commercials endorsing "Brand B". Maureen decides to buy the "Brand B" computer, based on the assumption that Kevin Costner wouldn't endorse anything that wasn't top quality. In this instance, Maureen has reached her decision using
A) a self-serving route to persuasion.
B) the peripheral route to persuasion.
C) the cognitive dissonance model of persuasion.
D) the central route to persuasion.

Question

Quizplus · Accepted Answer

Maureen has used the peripheral route to persuasion by relying on Kevin Costner's endorsement rather than evaluating the actual quality and features of the two computers. The peripheral route involves using peripheral cues, such as celebrity endorsements, to make a decision rather than engaging in detailed scrutiny of the information.

Maureen Was Trying to Decide Which One of Two National