When a famous movie star endorses a cosmetic, advertisers are using a __________ to persuade customers to buy their product.

Question

Quizplus · Accepted Answer

The peripheral route of persuasion focuses on using peripheral cues, such as celebrity endorsements, to persuade customers to buy a product without necessarily considering the product's merits or benefits. This is different from the central route, which focuses on logical and rational arguments to persuade customers, and the status or prestige route, which focuses on appealing to a customer's desire for status or prestige by associating the product with high social status or exclusivity.

When a Famous Movie Star Endorses a Cosmetic, Advertisers Are