Question

Difference between the central and peripheral route to persuasion

Answer 1

Hey!!

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When it comes to advertising techniques there are two types of consumers that are important, they are highly involved consumers and uninvolved consumers. There are two routes that can be taken in order to effectively interact with both types of consumers, the two routes are the central route and the peripheral route to persuasion.

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The central route to persuasion is directed at highly involved consumers because it is more effective to reach them through advertisements that focus mainly on the specific attributes of the product and there has been thoughtful consideration of the ideas and content of the message the advertisement is releasing. The central route is based around logic and is used mainly when making a large purchase decision, such as buying a new car.

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