You're working for a political candidate and it's close to election time so you're not too concerned about creating a stable, long-lasting impression of the candidate.Instead, you design a series of ads to be shown frequently in the last days prior to the election in which the candidate appears with a number of well-liked celebrities.According to the elaboration likelihood model, you are trying to persuade voters through the:

Question

Quizplus · Accepted Answer

The use of well-liked celebrities in ads appeals to voters on a superficial level and is likely to invoke the peripheral route of persuasion. The voters may not deeply process the information about the candidate and their policies, but are rather influenced by the presence of the celebrities who they already have positive associations with. This type of persuasion is more short-term and less likely to lead to a long-lasting impression of the candidate.

You're Working for a Political Candidate and It's Close to Election