Researchers systematically varied the quality of persuasive communications that advocated comprehensive exams for college students, and also varied the prestige of the communicator.
These researchers found that when some students believed that their university was considering such examination, those students used the ________ route to persuasion, and were influenced by the ________.
a. central; quality of the persuasive arguments
b. central; prestige of the communicator
c. peripheral; quality of the persuasive arguments
d. peripheral; prestige of the communicator
Question 2
You work for an advertising agency. You have been assigned to come up with an advertising campaign for a new brand of designer water, which in reality is standard city reservoir water in a fancy bottle.
In this case, you are best off using the ________ route, because ________.
a. central; you have strong arguments for why your product is superior
b. central; your audience is going to be highly motivated
c. peripheral; you do not have strong arguments for why your product is superior
d. peripheral; your audience is going to be low in the need for cognition
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