The strength of advertising claims has little influence when consumers follow a peripheral process.

Name: The strength of advertising claims has little influence when consumers follow a peripheral process.
Brand: Quizplus
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Question

Quizplus · Accepted Answer

When consumers follow a peripheral route to persuasion, they are less influenced by the quality of the arguments (such as the strength of advertising claims) and more influenced by superficial cues (like the attractiveness of the endorser or the number of arguments presented).

The Strength of Advertising Claims Has Little Influence When Consumers