| The Central Route to Persuasion |
| Legitimate Long Arguments: Facts and Important Details |
Fear Appeal: Making it Personal |
| Role-Playing: Persuasion by One's Own Actions |
Anti-Ads: Consumers Bite Back |
| The Peripheral Route to Persuasion |
| Subliminal Influence: Hidden Messages |
Bombardment: Billboards, Banners, and Pop-ups |
| Short Arguments: Slogans, Imagery, and Credibility |
Positive Emotion Appeal: Happiness, Beauty, and Sex |