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The short argument is the most general type of peripheral persuasion. The goal of a short argument is not for the consumer (or other recipient of this type of persuasion) to put deep thought into changing one's mind to match the persuader's belief; instead, the goal is for the idea to become mindlessly engrained into the subconsciousness of the consumer (Brehm et al, 2002)^. This is accomplished in several ways; catchy commercial jingles or slogans, credible spokespersons, and aesthetically pleasing logos or other images. Some examples of slogans, imagery, and credibility are given at the above links. |