Consumers must be motivated to follow the central route to persuasion.

Question

Quizplus · Accepted Answer

The central route to persuasion requires consumers to be motivated to think deeply and carefully about a message, weighing the arguments and evidence presented. If they are not motivated to do so, they may instead rely on peripheral cues, such as the credibility or attractiveness of the source, to make a decision. Therefore, motivation is a crucial factor in determining whether the central or peripheral route to persuasion is taken.

Consumers Must Be Motivated to Follow the Central Route to Persuasion