A popular pop singing sensation is a spokesperson for a cellular phone company. As a non-expert celebrity endorser, her presence in communications about the cellular phone company's service is likely to be processed via the ________.
A) central route
B) tri-component route
C) functional route
D) primary route
E) peripheral route

Question

Quizplus · Accepted Answer

Non-expert celebrity endorsers typically influence audiences through the peripheral route of persuasion, as outlined in the Elaboration Likelihood Model (ELM). This route relies on superficial cues, such as the attractiveness or popularity of the endorser, rather than the strength of the argument or message content.

A Popular Pop Singing Sensation Is a Spokesperson for a Cellular