Write a short note on the Route to Persuasion Theory of Consumer Behavior?

Please provide the detail description of the Consumer Behavior term " Route to Persuasion Theory" ?

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"Route to Persuasion Theory: The theory holds that consumers attach a degree of relevance to a purchase situation, which could take the form of a high involvement purchase or a low involvement purchase; consumers put in a lot of effort in information gathering, processing and storage when the situation is one of high involvement; the amount of cognitive effort that is put is much more when a purchase is of relevance to them and the involvement is high. This is in contrast to situations of low involvement, where the purchase is of low relevance, and therefore, information processing and evaluation is much low. Thus, the central route to persuasion, works in case of high involvement purchase situations, and the peripheral route to persuasion, works in case of low involvement purchases. Drawing a parallel from the right split-brain theory and from high and low involvement media strategy, the central route basis itself on cognition, rationality and logic, verbal cues and print media. The peripheral route, on the other hand, basis itself on affect, emotions and intuition, non-verbal cues and the audio-visual media. Implications for a marketer: The central route to persuasion operates in cases of high involvement purchases; High involvement purchases require cognitive processing, thus the marketer needs to design his message based on logic and rationality. The product attributes, features and benefits as well as the USPs need to be focused upon; the marketer could also address comparative analysis with other brands in terms of value (comparative advertisements). The media to choose from is the print. On the other hand, 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:"

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