Examines factors that influence the persuasiveness of tv commercials, etc. Persuasion: communication that is designed to influence a person"s attitudes and behavior. Voice characteristics affect attitude toward advertisement: when listening to recorded atm card ad, students found voice more credible (either male or female) if it spoke with moderate intensity, no marked voice intonation and fast speech rate. Peripheral cues: cues that are associated with the context of msg rather than content; e. g. length of msg, source of msg, speed at which msg delivered etc. Two factors: ability to focus and motivation to focus, that determines which route of processing used. Ppl tend to automatically accept info that they receive and only later process that info and decide whether to reject it. Study: students who were not distracted (doing computer task) while listening to argument to increase school tuition were persuaded by strong msgs but not by weak ones; those who were distracted were somewhat persuaded by both.