Gillette believes commercials for deodorants are processed primarily through a peripheral processing route.Which of the following advertising strategies should Gillette use?

Question

Quizplus · Accepted Answer

Since commercials for deodorants are processed primarily through a peripheral processing route, Gillette should use ads that feature celebrity endorsers such as basketball star Lebron James. This is because peripheral route processing involves using cues such as celebrity endorsements, images, or sounds to influence attitudes towards a product. Therefore, using a well-known celebrity like Lebron James can help strengthen the brand's appeal and create a positive attitude towards the product.

Gillette Believes Commercials for Deodorants Are Processed Primarily Through a Peripheral