It is best to use comparative messages when consumers
A) have a low, rather than high, need for cognition.
B) can encode information into long-term memory.
C) can encode information into short-term memory.
D) are using central route processing.
E) are using peripheral route processing.

Question

Quizplus · Accepted Answer

Comparative messages are most effective when consumers are using central route processing, which involves deliberate and systematic evaluation of message content. This approach requires more cognitive effort and thought than peripheral route processing, which involves superficial cues such as brand name or packaging. Therefore, consumers with a high need for cognition are more likely to engage in central route processing and respond positively to comparative messages. Additionally, encoding information into long-term memory is more likely to occur with central route processing, which can lead to lasting changes in consumer attitudes and behavior.

It Is Best to Use Comparative Messages When Consumers