Addison is a brand manager and wants consumers to form attitudes that are strong, resistant to counter persuasion attempts, more accessible from memory, and more predictive of behavior. Which route of the elaboration likelihood model should he encourage consumers to take?

Question

Quizplus · Accepted Answer

A high-involvement decision results in a central route to attitude change when consumers deliberately and consciously process information to make a decision.

Addison Is a Brand Manager and Wants Consumers to Form