Attitude Scenario
Consider a consumer who is contemplating a new automobile purchase. She has narrowed her decision down to two brands, Honda Accord and Ford Taurus. She has identified fuel efficiency, price, warranty, and styling to be important attributes to consider in her decision. Her evaluative ratings (e) for each attribute and her beliefs of how each brand performs on a given attribute (b) are given below:
$\begin{array}{lccc}
& & \text { Honda Accord } & \text { Ford Taur } \
\text { Attribute } & e & b & b \
\text { Fuel Efficiency } & 2 & 6 & 4 \
\text { Low Price } & 3 & -2 & 2 \
\text { Warranty } & 1 & 1 & 3 \
\text { Styling } & 1 & 10 & -5
\end{array}$
-Refer to Attitude Scenario. According to the elaboration likelihood model (ELM), which route to persuasion will likely influence this consumer?
A) central
B) peripheral
C) primary
D) sentiment

Question

Attitude Scenario
Consider a consumer who is contemplating a new automobile purchase. She has narrowed her decision down to two brands, Honda Accord and Ford Taurus. She has identified fuel efficiency, price, warranty, and styling to be important attributes to consider in her decision. Her evaluative ratings (e) for each attribute and her beliefs of how each brand performs on a given attribute (b) are given below:
 $\begin{array}{lccc} 
& & \text { Honda Accord } & \text { Ford Taur } \
\text { Attribute } & e & b & b \
\text { Fuel Efficiency } & 2 & 6 & 4 \
\text { Low Price } & 3 & -2 & 2 \
\text { Warranty } & 1 & 1 & 3 \
\text { Styling } & 1 & 10 & -5
\end{array}$
-Refer to Attitude Scenario. According to the elaboration likelihood model (ELM), which route to persuasion will likely influence this consumer?
A) central
B) peripheral
C) primary
D) sentiment

Quizplus · Accepted Answer

The ELM suggests that a person’s motivation and ability to process information will determine which of the two processing routes, central or peripheral, will be used to influence attitudes. In this case, the consumer has identified several attributes as important, and has specific beliefs about how each brand performs on those attributes. This indicates a high level of motivation and ability to process information, which suggests that the central route to persuasion will be more effective. The central route involves a careful consideration of the available information, including the evaluative ratings and beliefs about each brand, to arrive at a thoughtful and deliberate decision about which brand to purchase.

Attitude Scenario Consider a Consumer Who Is Contemplating a New

Attitude Scenario
Consider a Consumer Who Is Contemplating a New