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Unformatted text preview: In terms of the central route persuasion, I was swayed simply by the fact that Nike began making the lightest, most comfortable, and best performing cleats in the market. In terms of peripheral route persuasion, I was swayed by the celebrity endorsers and the JogaTV ad campaign. When I saw that all the best players in the world were wearing Nike soccer cleats, I felt like I should as well. Furthermore, the JogaTV ad campaign, featured seemingly average soccer players doing amazing juggling and dribbling tricks wearing Nikes, which looking back defiantly swayed my decision as well. 3) At first I did resist my attitude change because I thought back to the flaws of my old Nike cleats, but after my first pair of new Nike soccer cleats, I never looked back....
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- Fall '07