Watch the video segment “The Science of Selling” available at http://www.pbs.org/wgbh/pages/frontline/video/flv/generic.html?s=frol02s49eq74&continuous=1/ and do/respond the following:
- Discuss which stage(s) of the basic consumer decision-making process can be better understood or studied through the research approach employed by Dr. Clotaire Rapaille (in the video). Provide an example.
- Drawing on your experience as a consumer, which of the two routes of the Elaboration Likelihood Model (see Chapter 5) do you think is mostly used by advertisers to communicate and persuade? why?