a route to persuasion wherein people attend to relatively easy-to-process, superficial cues related to a persuasive message, such as it’s length or the expertise or attractiveness of the source of the message.
What is peripheral persuasion?
the process by which attitudes are formed or changed as a result of using peripheral cues rather than carefully scrutinizing and thinking about the central merits of attitude-relevant information.
What is the difference between central route persuasion and peripheral route persuasion?
There are two primary routes to persuasion. The central route to persuasion uses facts and information to persuade potential consumers . The peripheral route uses positive association with cues such as beauty, fame, and positive emotions.
What is an example of central route persuasion?
Examples of Central Route Persuasion
While watching television, a person who is interested in cars sees a car advertisement . Though the person has a car, the person gets influenced by the features shown of a new model of car.
What are peripheral cues in advertising?
The peripheral route to persuasion occurs when the listener decides whether to agree with the message based on other cues besides the strength of the arguments or ideas in the message. ... In other words, peripheral cues, like source expertise (credibility) or many arguments in one message, are a short-cut .
What are examples of peripheral cues?
An example of a peripheral cue could be the perceived credibility or the attractivenes of the source . Persuasive messages which are processed through the peripheral route are not likely to change attitudes or habits. They only cause short-term behaviour changes. Most of the tactics I spoke about are peripheral cues.
Which method of persuasion is the most effective?
One-sided is more effective if the listener already agrees with the speaker’s argument. Two-sided works best if the listener initially disagreed. If the audience is exposed to opposing views, best to use two-sided. Other things being equal, information presented first usually has the most influence.
What are the two routes of persuasion?
This proposes two major routes to persuasion: the Central Route and the Peripheral Route .
What is a good example of peripheral route persuasion?
The peripheral route to persuasion occurs when the listener decides whether to agree with the message based on other cues besides the strength of the arguments or ideas in the message. For example, a listener may decide to agree with a message because the source appears to be an expert, or is attractive.
What is peripheral process?
Peripheral Route Processing (also known as Peripheral Route To Persuasion) occurs when someone evaluates a message , such as an advertisement, on the basis of physical attractiveness, background music, or other surface-level characteristics rather than the actual content of the message.
What three components are necessary to realize the foot in the door phenomena?
And, they have three components: an affective component (feelings), a behavioral component (the effect of the attitude on behavior), and a cognitive component (belief and knowledge) (Rosenberg & Hovland, 1960).
What is a central route of persuasion?
the process by which attitudes are formed or changed as a result of carefully scrutinizing and thinking about the central merits of attitude -relevant information.
What is a processing route?
Definition. A process route provides the user with the possibility to define and execute a business workflow . Note. You can create your own workflow. You can use a process route to model a process, simply and easily, and assign each step in the process to a user, a position or an organizational unit.
What type of persuasion uses emotion?
Pathos or the emotional appeal, means to persuade an audience by appealing to their emotions. Authors use pathos to invoke sympathy from an audience; to make the audience feel what the author wants them to feel.
What are the methods of central peripheral routes of persuasion?
There are two primary routes to persuasion. The central route to persuasion uses facts and information to persuade potential consumers . The peripheral route uses positive association with cues such as beauty, fame, and positive emotions.
What is the central route processing?
The Central Route Processing (also known as Central Route to Persuasion) is a method of persuasion (i.e., a way to persuade others) . ... Successful use of the Central Route to Persuasion results in long-lasting and enduring attitude change in the listener.
