
Assumes that under conditions of high involvement we take the central route to persuasion,
and under conditions of low involvement, we take a peripheral route.


The central route is taken when a marketer packages a message that (dependent upon the audiences' motivation and involvement), triggers a COGNITIVE RESPONSE. The message causes the audience to ponder and even change beliefs, attitudes and ultimately behaviour. Not always is the message received positively, sometimes the cognitive response can be one of counterarguments.


This route is taken when the audience is not motivated to think carefully about the message being presented .
OR, the message does not offer much insight and the audience uses other cues to decide how to react to the message.
For example; source attractiveness, colours, music, humour, etc.
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