Central and peripheral routes to persuasion

The central route to persuasion is directed at highly involved consumers, where persuasion will likely occur from a persons careful thoughts and consideration of the product. Central and peripheral routes to attitude change springer series in social psychology. For example, after hearing a political debate you may decide to vote for a candidate because you found the candidates views and arguments very convincing. Under the central route, persuasion will likely result from a persons careful and thoughtful consideration of the true merits of the information presented in support of an advocacy.

It is a process of getting influenced by facts and reasoning. The peripheral route to persuasion is one of the two factors in the elaboration likelihood model which consists of two different routes. Cacioppo, david schumann, central and peripheral routes to advertising effectiveness. Explain how peoples attitudes are externally changed through persuasion. They are the central route to persuasion and peripheral route to persuasion. Under the central route, persuasion will likely result from a. Jan 17, 2018 this video focuses on petty and cacioppos dualprocess model of persuasion that features central and peripheral route processing. There are two routes that can be taken in order to effectively interact with both types of consumers, the two routes are the central route and the peripheral. The current work seeks to overturn one of the basic principles of the elm and takes account of new variables in the model that help to explain the online persuasion process more clearly. When a receiver is doing central processing, he or she is being an active participant in the process of persuasion. In the elm, persuasion based on relatively high degrees of thinking is called the central route to persuasion, whereas persuasion that occurs with relatively little.

Persuasion can take one of two paths, and the durability of the end result depends on the path. Everybody who converses employs arguments at one instance or another and all individuals are diverse, existing in diverse state of affairs, looking for diverse. The peripheral route to persuasion is an indirect method of shaping perceptions and outlooks. Thus, the motivation to process the message will determine the route that it takes. It can be more descriptive or the same message, but should be shown for a long time. Two routes to persuasion petty and cacioppo 1986a, 1986b state that there are two routes to persuasion. When trying to persuade someone, there are two different methods from which to choosethe central and peripheral routes. Contrast essay between central route and peripheral route to. When a customer is making this type of purchase they often do. Central versus peripheral processing through comparative versus noncomparative advertising. Use simple rule of thumb heuristics, such as trust the experts.

I have always wondered if all comercials use the peripheral type of persuasion, when selling a product. Central and peripheral central route to persuasion was first discussed by richard petty and john cacioppo. Identifying peripheral and central route persuasion in advertising identifying peripheral and central route persuasion in advertising introduction persuasion is a complex phenomenon. Peripheral route processing definition psychology glossary.

Peripheral route to persuasion definition psychology. Some central and peripheral thoughts on the routes to persuasion abstract recent research on the persuasion process has suggested that the impact of central and peripheral message cues on preference formation will depend on the level of involvement during message processing. The manipulation of argument quality had a greater impact on attitudes under high than low involvement, but the manipulation of product endorser had a greater impact under low than high involvement. The central route to persuasion consists of thoughtful consideration of the. Contrast essay between central route and peripheral route. The peripheral route to persuasion occurs when the listener decides whether to. Conversely, when elaboration is lower, people use peripheral route processing where they are influenced by rules of.

Central route to persuasion occurs when a person is persuaded by the content of the message. Persuasion occurs when ones attitudes, beliefs, or decisions are influenced in manner consistent with a message. Some central and peripheral thoughts on the routes to. I will discuss the two basic routes to persuasion, the elements involved, andways to protect current attitudes and behaviors from change. More importantly, when a decision to be made depends on the wellbeing of an individual, the power of persuasion to change attitudes is vital. Elaboration likelihood model is a general theory of attitude change. I know that comercials for diet pills probably use the peripheral route. Determining which routetopersuasion the opposing party is applying and how to best appeal to that route is a crucial skill for the effective negotiator. Central routes to persuasion have also been developed through mobius introducing sound reasoning and facts to students to help with an. Central routes to persuasion applied social psychology asp. Compare the peripheral and central routes to persuasion.

A second group of theoretical approaches to persuasion emphasizes a more peripheral route to attitude change. Communication and persuasion central and peripheral. Elaboration likelihood model a theory of persuasion. When an advertisement is shown, the message shown must be able to attract the person so that the person agrees to change hisher behavior. The central route implies a higher probability of elaboration. According to the elaboration likelihood model of persuasion, there are two main routes that play a role in delivering a persuasive message. Low motivation leads to the peripheral route, while high motivation leads to the central route. An advertiser might use a celebrity that relates to their demographic, music that the costumer likes, an attractive spokes person, or maybe the commercial just made them laugh. Attitude changes that occur via the peripheral route do not. Communication and persuasion central and peripheral routes to attitude change. The peripheral route to persuasion consists of a persons association with positive or negative qualities in the stimulus that isnt related to the logical quality of the. They are central route persuasion and peripheral route persuasion.

There are two routes to persuasion and they are the central and peripheral. Abstract multiple routes to persuasion have begun to appear in analyses of consumer attitudes and attitude change. I was thinking about every type of comercial that i have seen. Review of central and peripheral routes to persuasion. Peripheral route advertisers have many techniques for making their product appeal to customers. Next, we see how the same variable can lead to persuasion by either the central or the peripheral route. Central and peripheral routes to advertising effectiveness. Peripheral route and central route to persuasion free essays. As we write this, we are aware of six new volumes on persuasion that are in press or in preparation and that should appear over the next few years. 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 surfacelevel characteristics rather than the actual content of the message. Two routes to persuasion richard petty and john cacioppo. The central route to persuasion is directed at highly involved consumers because it is more effective to reach them through advertisements that focus mainly on the. Specifically, we posit that in a context of highinvolvement exposure to advertising e.

The more time a person spends with the other, the more they will like them. Social psychology defines persuasion as a combination of persuasive arguments and the number of arguments used in a message to influence the persuasion. The peripheral route to persuasion consists of a persons association with positive or negative qualities in the stimulus. When elaboration is higher, people use central route processing requiring conscious cognition. Identifying peripheral and central route persuasion in. Routes to persuasion central route to persuasion analytic, high effort, cogent arguments can produce durable, longterm changes in behavior and agreement peripheral route to persuasion intuitive, low effort, use heuristics can produce bigger changes in behavior, but not agreement.

When a receiver is doing central processing, he or she is being an active participant in. The elaboration likelihood model elm, one of the most frequently cited models of persuasion, explains how shaping attitudes also shapes behaviors. They both differ from each other and have their own distinct. Well educated, analytical, thoughtful, involved audiences travel the central route of persuasion. The central root say that if people are motivated and theyre highly involved, and they have the opportunity and the ability to process marketing messages, then the way to persuade them is. The central route states that by using arguments that are direct and pertinent the likelihood of successful persuasion is. Communication and persuasion central and peripheral routes to. The combined influence of central and peripheral routes in the online persuasion process. What can we learn from central route persuasion betterhelp. Jan 08, 2018 elaboration likelihood model has two routes that can be taken to persuade people. The central route to persuasion consists of thoughtful consideration of the arguments ideas, content of the message. Incorporating the principles of the elm into your message and design will maximize your influence on user attitudes and, therefore, behaviors. Examined individual differences in intrinsic motivation to engage in effortful cognitive endeavors in 2 experiments involving 293 undergraduates.

This video focuses on petty and cacioppos dualprocess model of persuasion that features central and peripheral route processing. Peripheral routes to persuasion when it comes to advertising techniques there are two types of consumers that are important, they are highly involved consumers and uninvolved consumers. The central route and peripheral route to persuasion petty and cacioppo 1981 suggested that there are two different ways or routes to persuasion. Subjects generated significantly more favorable thoughts in response to the strong. The peripheral route to persuasion occurs when a person is persuaded by something other than the argument thats central to the merits of the product or idea being put forth, while the central. With an estimated 7 billion dollars spent on the 2012 u. This advertisement method is based on the idea that people can be classified as one of four types. Sage reference routes to persuasion, central and peripheral. The moderating role of involvement, journal of consumer research, volume 10, issue 2. These two routes to persuasion are 1 the central route and 2 the peripheral route. Petty and cacioppo believed that there were two ways in which.

The combined influence of central and peripheral routes in. Elaboration is the process of giving the same message again and again to persuade a person. The central route and peripheral route to persuasion. The film 12 angry man highlights the two routes to persuasion. This style involves using emotion and the costumers other interests to make a sale. The secret is to always let the other man have your way. The elaboration likelihood model of persuasion acr. Central route to persuasion is a concept from elaboration likelihood model by petty and cacioppo.

In retrospect, it is not so surprising that research on attitudes and persuasion would reemerge as a central concern of social psychology. Central route to persuasion was first discussed by richard petty and john cacioppo. Elements of persuasion who says what by what means to whom. In addition, normative and descriptive models of persuasion are. Results of exp i indicate that ss high in need for cognition were more likely to think about and elaborate cognitively on issuerelevant information when forming attitudes than were ss low in need for cognition. The elaboration likelihood model is a theory of persuasion that explains that you can motivate people via one of two processing routes. The central route persuades by usingdirect arguments and pertinent information. Persuasion introduction to psychology lumen learning. An individual difference perspective article pdf available in journal of personality and social psychology 515. The second main form of persuasion is peripheral route. Compare the central route and the peripheral route to persuasion provide examples of the central route to persuasion to unlock this lesson you must be a member. These results are consistent with the view that there are two relatively distinct routes to persuasion. This model proposes that persuasion happens through two routes. Therere two different ways, or two different routes, to persuasion.

This model offers two different routes people can take in order to figure out how to persuade others. Sep 01, 2014 therere two different ways, or two different routes, to persuasion. Persuasion we are constantly exposed to different sources of persuasion everyday whether it is from the advertisements on television, or the towering billboards we drive past, persuasion is unavoidable. Peripheral route to persuasion occurs when a person is persuaded by something other than the messages content. The central route to persuasion involves being persuaded by the arguments or the content of the message. The central route and peripheral route persuasion is a topic in social psychology. These routes are central route and peripheral route. This is attempted through recycling and composting programs introduced on campus that utilize peripheral routes to persuasion through placing signs and recycle and compost bins in all university buildings. During highly involved situations, the central route involves high levels of elaboration where cognitive thought processes and rational thought processing help shape a consumers attitude towards a brand 1 2 3. Communication and persuasion central and peripheral routes. Cacioppo david schumann undergraduates expressed their attitudes about a product after being exposed to. Theres the systematic, or central, route and theres the superficial or peripheral processing route.