According to the elaboration likelihood model of persuasion, if a consumer is not involved with a message or lacks either the motivation or ability to process information the _____ route to persuasion will be followed.
A) central
B) peripheral
C) primary
D) secondary
E) incongruent

Question

Quizplus · Accepted Answer

The peripheral route to persuasion is followed when a consumer is not involved with a message or lacks either motivation or ability to process information. This route focuses on superficial cues such as celebrity endorsements, packaging, and attractive visuals to influence consumer attitudes and behavior rather than substantive information.

According to the Elaboration Likelihood Model of Persuasion, If a Consumer