What is the peripheral route to persuasion also called?

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Quizplus · Accepted Answer

The peripheral route to persuasion is also called the heuristic route. This refers to the process by which people make judgments and decisions based on mental shortcuts or rules of thumb rather than careful analysis and rational evaluation. This route relies on cues such as the source of the message, the emotional appeals used, and the attractiveness or likability of the communicator, rather than the logical arguments presented.

What Is the Peripheral Route to Persuasion Also Called