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When the operation processes at the high end of the continuum determine attitudes, persuasion follows the central route. [2] Under the central route, persuasion will likely result from a person's careful and thoughtful consideration of the true merits of the information presented in support of an advocacy. The central route involves a high ...
These two routes of processing define related theories behind attitude change. In ELM, the central route is reflective and requires a willingness to process and think about the message. The peripheral route occurs when attitudes are formed without extensive thought, but more from mental shortcuts, credibility, and appearance cues. The route of ...
Developed by Petty and Cacioppo during the late 1980s, the model describes two ways in which persuasive communications can cause attitude change: centrally and peripherally. The central route to persuasion occurs when people have the ability and motivation to listen to a message, think about its arguments and internalize the information.
There are two routes to persuasion: Central and peripheral. Central route processing is used in high-involvement purchase decisions. These are infrequent, high-risk purchases, usually involving large amounts of money and a significant amount of time (for example, purchasing a house or car).
Persuasion has traditionally been associated with two routes: [25] Central route: Whereby an individual evaluates information presented to them based on the pros and cons of it and how well it supports their values; Peripheral route: Change is mediated by how attractive the source of communication is and by bypassing the deliberation process. [25]
In commercial organisations, advertising, along with other marketing communications activities, is the ultimate responsibility of the marketing department. Some companies outsource part or all of the work to specialists such as advertising agencies, creative design teams, web designers, media buyers, events management specialists or other ...
In their theory, there are two different routes to persuasion in making decisions. The first route is known as the central route and this takes place when a person is thinking carefully about a situation, elaborating on the information they are given, and creating an argument. This route occurs when an individual's motivation and ability are high.
Customer journey mapping is a design tool used to track customers' movements through different touchpoints with the business in question. It maps out the first encounters people may have with the brand and shows the different routes people can take through the different channels or marketing (e.g. online, television, magazine, newspaper).