Three different university students are exposed to a television advertisement for a new Apple computer.The advertisement contains detailed information about the computer, along with a catchy jingle: *Mary is currently in the market for a new computer, as her roommate spilled coffee on her old one.Mary is studying at her desk for an exam as the advertisement plays on the screen in the background.
*Terri is working out at the recreation center and is watching television as she exercises.The ad appears on the
Channel she is watching.She bought a new PC last semester.
*Chris is sitting in the campus computer support office when the advertisement appears on the portable TV in the office.He is watching television to pass the time and is enjoying the break from studying.Chris is very interested in computers because he is a computer science major and interns in the computer support office 5 hours a week.According to the elaboration likelihood model of persuasion, which of the students would most likely be persuaded by the ad through the central route to persuasion?
A)Mary
B)Terri
C)Chris
D)None of them would be persuaded through the central route.
E)All of them would be persuaded through the central route.

Question

Quizplus · Accepted Answer

Chris, as a computer science major and intern in the computer support office, is likely to be highly motivated and able to process the central cues of the advertisement, such as the detailed information about the new Apple computer. Mary and Terri, on the other hand, are less likely to be as interested or motivated to process the information in the advertisement, and may instead rely more on peripheral cues like the catchy jingle. Therefore, they are less likely to be persuaded through the central route.

Three Different University Students Are Exposed to a Television Advertisement