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Chapter 43: Problem 2

One brand of peanut butter advertises its product by describing its taste and nutritional value. It is hoping _to persuade customers through ______ route processing. In ads for a competing brand, a popular actor happily eats the product- but does not describe it. This approach hopes to persuade customers through ______ route processing.

Short Answer

Expert verified
The first brand is hoping to persuade customers through the Central route processing while the second brand hopes to persuade customers through the Peripheral route processing.

Step by step solution

01

Identify Route for Brand 1

The first brand uses information on taste and nutritional value to persuade its customers to buy the product. Since these customers are making their decision based on detailed, focused, and cognitive information, the brand uses what is termed as the central route to persuasion.
02

Identify Route for Brand 2

The second brand, on the other hand, features a popular actor who happily eats the product but doesn't describe it. This route attempts to persuade customers not through logical reasoning, but through triggering favorable automatic reactions. This brand uses what is termed as the peripheral route to persuasion.

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