Addison is a brand manager and wants consumers to form attitudes that are strong, resistant
to counterpersuasion attempts, more accessible from memory, and more predictive of
behavior. Which route of the elaboration likelihood model should he encourage consumers
to take?
Osecondary route
peripheral route
central route
primary route
O direct route
Question 4
2.5 pts
Hint: Attidue and Influencing Attitude Module
Fetures and benefits are both part of beliefs. Marketers must promote benefits rather than
features, especially for consumers and for complex products. Otherwise
consumers will not know how to evaluate and respond to the claims
Oless-knowledgeable
smart-consumers
knowledgeable
benefit-seeking
risk averse
