salim

How does the peripheral route to persuasion operates in cases of high involvement purchases according to the Route to Persuasion Theory of Consumer Behavior?

Explain the involvement of Route to Persuasion Theory of Consumer Behavior as the peripheral route to persuasion operates in cases of high involvement purchases?
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captainamerica
"The peripheral route to persuasion operates in cases of low involvement purchases, which do not require cognitive processing, as consumers are less motivated to think. The marketer could get away with advertisements based on emotional appeals, social appeals, fun, fantasy and humor. The media to choose from is the audio visual, TV with colours, jingles and celebrities.Source: http://in.docsity.com/en-docs/Consumer_Needs_and_Involvment_-_Consumer_Behavior_-_Solved_Quiz_"
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