The Peripheral Route to Persuasion Is Said to Occur When

question 36

Multiple Choice

The peripheral route to persuasion is said to occur when people are persuaded because:

• A) they have thought carefully about a message.
• B) a message evokes a moderate amount of fear.
• C) they are influenced by non-message factors such as communicator attractiveness.
• D) a message is moderately discrepant.

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Definitions:

Unit

A single item, person, or measurement regarded as an indivisible part of a larger quantity or whole.

Operating Leverage (DOL)

A measure of how revenue growth translates into growth in operating income, emphasizing the impact of fixed costs.

Operating Income (EBIT)

Earnings Before Interest and Taxes, a measure of a company's profitability from its operations.

Dollar Sales

The total revenue generated from the sale of goods or services, measured in dollars.