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 or costs associated with the product. This company is attempting to earn customers through which path of processing?

Question

Quizplus · Accepted Answer

The local car insurance company is attempting to earn customers through the peripheral route of processing, which focuses on superficial cues like flashy lights, attractive dancers, and local celebrity endorsements, rather than on the features or costs associated with the product.

A Local Car Insurance Company Advertises Their Products with Television