Research shows that longer messages are sometimes more effective.However,the length of the message should matter less when:
A) the information is processed via the central route.
B) the information is processed via the peripheral route.
C) the message has a positive valence.
D) the consumer has a short attention span.

Question

Quizplus · Accepted Answer

When information is processed via the central route, the consumer is actively and critically thinking about the message, and therefore longer messages can be more effective as they provide more detailed information and convince the consumer to change their attitude or behavior. The length of the message matters less in this case as the consumer is already motivated to process the information deeply.

Research Shows That Longer Messages Are Sometimes More Effective