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 is an example of peripheral route?
Instead of focusing on the facts and a product’s quality, the peripheral route relies on association with positive characteristics such as positive emotions and celebrity endorsement. For example, having a popular athlete advertise athletic shoes is a common method used to encourage young adults to purchase the shoes.
What is central route advertising?
These are known as Two Routes of Persuasion. ... They are central route persuasion and peripheral route persuasion. When an advertisement is shown, the message shown must be able to attract the person so that the person agrees to change his/her behavior.
Why do advertisers use peripheral route?
This ad uses the peripheral route to persuasion in that it tries to avoid the active and conscious cognitive process of the central route. The advertisers focus on the peripheral route so that their audience, the consumers, will overlook the real task of the ad- to sell cigarettes.
What is the difference between central and peripheral route?
The central route to persuasion consists of thoughtful consideration of the arguments (ideas, content) of the message. ... 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.
What is peripheral influence?
The peripheral route to persuasion occurs when a person is persuaded by something other than the argument that’s central to the merits of the product or idea being put forth , while the central route to persuasion occurs when a person is persuaded by the actual argument about the merits of the product or idea.
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 is the central persuasive route?
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 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) . ... This method of persuasion works best when the facts presented are strong, the topic is relevant to the listener, and the audience is motivated to listen.
How do you use central route persuasion?
One method is through a central route to persuasion. In order for this form of persuasion to work, the person receiving the message must be motivated to listen to the message and be able to think about and comprehend the message .
What are the two routes of persuasion?
According to the elaboration likelihood model of persuasion, there are two main routes that play a role in delivering a persuasive message: central and peripheral (Figure 2). Figure 2. Persuasion can take one of two paths, and the durability of the end result depends on the path.
What are the four elements of persuasion?
IN STUDYING PERSUASION, we study four elements: 1) The communicator, 2) The message, 3) How the message is communicated, 4) The audience. Who says the message often matters as much as what is being said.
What is persuasion with example?
Persuasion is something meant to get you to do or believe something. ... Another meaning for persuasion is the act of influencing someone to do something or to change their mind. For example, good salespeople use persuasion to get people to buy things , just as children use persuasion to get permission to do certain things.
What is peripheral processing?
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 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 influences a person’s attitude?
Factors influencing attitude are beliefs, feelings, and action tendencies of an individual or group of individuals towards objects, ideas, and people. ... Subjectively, then, the important factor is the feeling or emotion. These are the factors influencing attitude; Social Factors.
