Peripheral-route processing is used to describe attitude formation and change processes when consumer
A) elaboration is likely to be high.
B) effort is likely to be low
C) effort is likely to be high.
D) involvement is high.
E) motivation is high.

Question

Quizplus · Accepted Answer

Peripheral-route processing occurs when consumers lack motivation or ability to process information in a message, resulting in low effort processing. This means that they rely on peripheral cues or superficial aspects of the message (such as the attractiveness of the source, the length of the message, or the use of emotions) to form or change their attitudes rather than engaging in more substantial elaboration of the message content.

Peripheral-Route Processing Is Used to Describe Attitude Formation and Change