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What is Peripheral Route Persuasion? When someone is persuaded to act by the actual content of a message or argument, they use the central route to persuasion. The peripheral route takes in everything else outside the argument, from the attractiveness of the persuader to the amount of time the persuadee has to make a decision.
The peripheral route to persuasion is when a person relies on the cues contained in a message to form an opinion. The person may not have the motivation or knowledge base to critically analyze the strength and quality of the statements presented.
The central route to persuasion is a logic-driven approach, using data and facts to convince people of an argument or product’s worthiness. Persuasion that uses this approach assumes that the target audience is motivated and analytical when presented with the message.
Those with high levels of elaboration are more likely to process information via a central route, and those with low levels of elaboration are more apt to process information via a peripheral route, where they are more prone to distraction. Elaboration can also be relatively objective or biased.
The Peripheral Route to Persuasion. The peripheral route to persuasion is used when elaboration is low. As elaboration gets lower, we’re more likely to use peripheral cues, such as rules of thumb or the way something looks, in the persuasion process.
The study of peripheral route persuasion has significant implications for understanding human behavior and mental processes. By examining how peripheral cues influence decision-making, researchers can gain insights into the cognitive and neural mechanisms underlying 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.
Definition and Concepts. In marketing theory, the Elaboration Likelihood Model postulates two pathways to persuasion in advertising: The Central Route and the Peripheral Route. To put it simply: The Central Route refers to the process where the audience or consumers are actively engaged in the message, scrutinizing the information deeply.
The peripheral route is a process of attitude change that occurs when an individual is exposed to persuasive messages or information, but their attention is focused more on peripheral cues rather than the central merits of the argument.
The peripheral route of persuasion is getting someone to do something they may not want to do at first. It relies on factors such as credibility, likability, and emotional appeal. In this blog post, we will discuss the peripheral route of persuasion in detail and provide you with everything you need to know to use it effectively!