PERSUASION : IT INCLUDE CORE COMMUNICATION PROCESS HOW TO INFLUENCE OTHERS OR CO

Question

PERSUASION : IT INCLUDE CORE COMMUNICATION PROCESS HOW TO INFLUENCE OTHERS OR CONVIENCE OTHERS TO CHANGE THEIR BEHAVIOUR TOWARDS A PRODUCT OR SERVICE . IT MEANS INFLUENCE THE WAY SOME ONES THINKS OR BEHAVE .

HIGH INVOLVEMENT

high levels of energy are aroused within the consumer

this energy is directed toward some particular consumer activity

A person under conditions of high involvement is likely to be thinking more or feeling more strongly.

LOW INVOLVEMENT

lower levels of energy are aroused within the consumer

the consumer will invest less energy into their thoughts or feelings

THERE ARE TOTALLY 4 ROUTES

1.DUAL PROCESSING

2.CENTRAL

3.PERIPHARAL

4.ELABORATE

CENTRAL ROUTE

When the person has the motivation and ability to engage in issue-relevant thinking:

elaboration likelihood is said to be high

person is likely to scrutinize and elaborate upon the message, draw inferences

person will tend to engage in effortful thinking about the issue

PERIPHERAL ROUTE

As various factors in the situation reduce a person's motivation or ability to think about an issue:

the elaboration likelihood is said to be low

person will tend to avoid effortful thinking about the issue

person will conserve cognitive resources or expend them on some other irrelevant task

person will tend to engage in a superficial analysis of the issue, drawing a "reasonable" attitude based on non-issue-relevant cues

IF CONSUMER SHOW LOW INVOLVMENT WE SHOULD USE PERIPHERAL ROUTE TO PERSUASION BECAUSE PERIPHARAL ROUTE CLEARLY EXPLAINS THS CONSUMER OR PERSON MOTIVATION OR ABILITY TO THINK REDUCE BECAUSE OF ELABORATION IS LOW.PERSON WILL TNED TO AVOID THE ISSUE

Explanation / Answer

With regard to the central and peripheral routes to persuasion theory, in the case of low consumer involvement, the ______________ route to persuasion should be employed.

1. Dual processing
2. Central
3. Peripheral
4. Elaborate

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