A local car insurance company advertises its products with television commercials. During those spots, there are flashy lights, attractive dancers wearing skin-tight outfits, and local celebrities saying nice things about the company. The advertisement does not, however, mention any of the features or costs associated with the product. This company is attempting to earn customers through which path of processing?

Question

Quizplus · Accepted Answer

The company is using peripheral route processing by attempting to win customers through flashy images and celebrity endorsements rather than by presenting information about the product features or costs.

A Local Car Insurance Company Advertises Its Products with Television