Chapter 43: Problem 2

Ore 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 cats the product-but does not describe it. This approach hopes to persuade customers through ____ route processing:

Short Answer

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The first advertisement uses central route processing and the second advertisement uses peripheral route processing.

Step by step solution

Identify the route in the first advertisement

The first advertisement contains information about the nutritional value and taste of the product. The brand hopes that by understanding these aspects, customers will be convinced to buy the product. This engages the audience in a thoughtful and deliberate decision-making process, which is characteristic of central route processing.

Identify the route in the second advertisement

The second advertisement features a popular actor who is eating the product, but does not provide any specific information about it. The brand hopes that customers will be swayed by the positive association with the actor. This kind of decision-making process that is less about the argument (e.g. nutritional value) and more about the other superficial factors is called peripheral route processing.

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Step by step solution

Identify the route in the first advertisement

Identify the route in the second advertisement

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