In recent election campaigns, there has been much criticism that campaign ads focus too much on building attractive images for candidates and too little on substantive issues of genuine importance. Which of the following explains how both of these strategies can influence voters?

Question

Quizplus · Accepted Answer

The elaboration likelihood model suggests that there are two routes to persuasion: the central route, which involves careful consideration of the message's content, and the peripheral route, which relies on superficial cues such as the speaker's appearance or likeability. Campaign ads that focus on building attractive images for candidates may appeal to voters through the peripheral route and influence their attitudes and behaviors without significant consideration of the candidate's positions on substantive issues. Conversely, ads that address important issues may engage voters through the central route and produce more lasting shifts in their beliefs and behaviors.

In Recent Election Campaigns, There Has Been Much Criticism That