A company wants to persuade a customer to buy its products. If the consumer is characterized as having a high degree of involvement with products that are sold by the company, what route to persuasion will the company most likely take?
A) a parallel route
B) a peripheral route
C) a circular route
D) a central route

Question

Quizplus · Accepted Answer

When a consumer has a high degree of involvement with a product, the company is likely to take the central route to persuasion. This involves providing detailed information about the product's features, benefits, and value proposition to help the consumer make an informed decision. The central route focuses on the consumer's cognitive processing and aims to create attitudes and beliefs that are strong and lasting.

A Company Wants to Persuade a Customer to Buy Its