Question

HealthDrink Inc., a beverage company, plans to launch a new health drink for children and needs to design marketing techniques before the launch. The company's marketing team consider casting a film celebrity in the television commercials for the drink. In addition, the team decides to write an emotionally appealing slogan for the drink's print advertisements. In this scenario, which of the following persuasion techniques is HealthDrink's marketing team most likely using to persuade the company's target audience?
A. central route processing
B. peripheral route processing
C. hindsight bias
D. confirmation bias

Answer 1

Answer:

B. peripheral route processing

Explanation:

Based on the scenario being described, it seems that the marketing team is using peripheral route processing to persuade their target audience. This is when viewers evaluate and advertisement based on its level of physical attractiveness, background music, or other surface-level characteristics instead of the actual content of the message. Which is why HealthDrink is trying to add a popular celebrity that their audience will like and a catchy slogan.