Question

A consumer is persuaded to buy a product by a message that requires little thought and is based on an association with a brand's positive consumption experiences from the past. In this situation, the consumer used a ________ route to arrive at this purchase decision.

Answer 1

Answer: Peripheral route.

Explanation:

The method of convincing consumers to purchase a product based on positive experience of past consumers with the product and not necessarily highlighting the product's quality is making use of the Peripheral route to convince consumers. The peripheral route makes use of indirect signals to convince a person about an item and not necessarily the main qualities that item possess.