Political candidates are eager for endorsements from movie stars and famous athletes, knowing that these endorsements will evoke emotional arousal and influence people to vote for them. This technique is termed persuasion.

Heuristic

Explanation:

Two models of persuasion

1. Heuristic-systematic model

2. Elaboration likelihood model

Both terms are used simultaneously, most times, when in doubt, the brain uses peri/heur route

Heuristic-systematic model (HSM)

This is a model of persuasion. It shows that that there are two different routes to persuasion which are the systematic route and the heuristic route using shortcuts, superficial cues. Examples are: how long it is, how attractive and systematic includes active thoughts, facts, logic, etc.

Heuristics

This is simply defined as mental shortcuts that help consumers decision-making easier.

The characteristics of the person who delivers a persuasive message includes attractiveness, credibility, certainty etc.

i r r e l e v a n t