If a Consumer Is Persuaded to Buy a Product by a Message

question 127

Multiple Choice

If a consumer is persuaded to buy a product by a message that requires little thought and is based on an association with a brand's positive consumption experiences from the past,the consumer used a ________ to arrive at this purchase decision.

• A) central route
• B) peripheral route
• C) behavioral route
• D) subjective route
• E) objective route

---

Definitions:

Receivers

In communication, receivers are the individuals or audience that interpret or decode the message sent by the sender.

Noise

In communication, external or internal factors that interfere with the reception of a message.

IMC Process

Integrated Marketing Communications; a strategic approach to ensure that all brand contacts received by a customer or prospect are relevant to that person and consistent over time.

Interference

In communication, any external or internal factors that distort or hinder the delivery and comprehension of a message.