A local car insurance company advertises their products with television commercials. During those spots, there are flashy lights, attractive dancers wearing skin-tight outfits, and local celebrities talking about how they have that company's insurance. The advertisement does not, however, mention any of the features, benefits, or costs associated with the product. This company is attempting to earn customers through which path of processing?

Question

Quizplus · Accepted Answer

The advertisement is relying on peripheral cues such as flashy lights, attractive dancers, and local celebrities to grab attention and create a positive impression of the brand. This suggests that the company is trying to earn customers through the peripheral route of processing, which involves making judgments based on heuristics and superficial cues rather than carefully evaluating the qualities of the product itself.

A Local Car Insurance Company Advertises Their Products with Television