Who Uses the Peripheral Route to Persuasion, and How?
Politicians and advertisers often use the peripheral route to persuasion to engrain ideas in consumers’ minds without their knowing that they are being manipulated. Politicians, for example, often create good feelings about their campaigns using such peripheral techniques as slogans that have a feel-good effect. Advertisers often use peripheral techniques, as well. They often get consumers to trust their products by having celebrity endorsements. Another way advertises get consumer’s attention is by bombarding consumers with advertisements during television programs and on internet websites. These, and other peripheral techniques, are ways of trying to manipulate consumers, etc., into buying a certain product or acting in a certain way.
