These routes are central route and peripheral route. Elaboration likelihood model a theory of persuasion. Apr 29, 2014 the peripheral route to persuasion is directed at uninvolved consumers because it is more effective to attract the customer through peripheral advertising cues such as the specific attractive model in the advertisement or the setting of the advertisement. The two most prominent dual process models are the elaboration likelihood model and the heuristic systematic model. Conversely, when elaboration is lower, people use peripheral route processing where they are influenced by rules of. If a person pushes too hard, he will risk being aggressive. Some central and peripheral thoughts on the routes to persuasion. Central route of persuasion tells that if a person gets to think about a message received for a longer duration of time, then the person has a greater chance of being persuaded. 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 stimulus. It can be more descriptive or the same message, but should be shown for a long time. When elaboration is higher, people use central route processing requiring conscious cognition. Psychology, social psychology, attitudes and persuasion.
The central route implies a higher probability of elaboration. The elaboration likelihood model is a theory of persuasion that explains that you can motivate people via one of two processing routes. Distinguished psychologist richard petty and celebrated social neuroscientist john cacioppo developed the model as a way to show how individuals and businesses use two different persuasion routes in hopes of influencing others to act or think a. On the other side of the spectrum are those who are less involved. Central and peripheral routes to advertising effectiveness. Consequences of the route to persuasion springerlink. During highly involved situations, the central route involves high levels of elaboration where cognitive thought processes and rational thought processing help shape a. 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. Elaboration likelihood model is a general theory of attitude change. Social psychology self test for two routes to persuasion.
The idea is that, in looking at an advertisement, its message has to get peoples attention and make them want to respond to it. Dual process models of persuasion xu major reference. The peripheral route to persuasion involves being persuaded in a manner that is not based on the arguments or the message content. Unfortunately, none of the unique theories of persuasion has yet provided a comprehensive view of attitude change. Instead of focusing on the facts and a products quality, the peripheral route relies on association with positive characteristics such as positive emotions and celebrity endorsement. Jan 08, 2018 central route to persuasion is a concept from elaboration likelihood model by petty and cacioppo. For example, a listener may decide to agree with a message because the source appears to be an expert, or is attractive. In fact, a peripheral route to persuasion may not even be noticed by the audience, for example in the strategy of product placement. The peripheral route to persuasion is more likely to be chosen than the central route when the source speaks expressively. If a person is going to carefully scrutinize the arguments in a persuasive message and thereby follow the central route to persuasion, the person must have the ability to evaluate the arguments. Thus, the motivation to process the message will determine the route that it takes. It is a process of getting influenced by facts and reasoning. The dual process models of persuasion explain how attitude change happens by linking persuasion to social cognition.
Attitudes and persuasion introduction to psychology. What is the elaboration likelihood model in psychology. Two routes to persuasion richard petty and john cacioppo. This video focuses on petty and cacioppos dualprocess model of persuasion that features central and peripheral route processing. Nonetheless, she thinks carefully about the position statements the candidate makes in the ad and finds them to be both novel and compelling. According to petty and cacioppo 1986, there are two routes to persuasion. To the extent that increasing the number of arguments in a message affects persuasion by enhancing issuerelevant cognitive activity, the central route to persuasion has been followed. An ad for a cell phone service that emphasizes clear calls. The elaboration likelihood model of persuasion 25 suggests that attitude change can be either via the central route that utilises deliberate information processing to assess an issue or via the peripheral route that takes less effort and may even be subliminal. Social proof the mental shortcut based on the assumption that, if everyone is doing it, it must be right. The second main form of persuasion is peripheral route. Feb 15, 2011 a video of some great commercials that give powerful peripheral cues that demonstrate that part of persuasion in social psychology. If we just need them to go along right now or buy something once, then the peripheral route is a good choice. The peripheral route to persuasion is an indirect method of shaping perceptions and outlooks.
Sep 01, 2014 therere two different ways, or two different routes, to persuasion. Pdf examined individual differences in intrinsic motivation to engage in effortful cognitive endeavors in 2 experiments involving 293 undergraduates find. 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. 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. Helen, on the other hand, also notices that the candidate is a democrat whereas she is a republican and she is not wild about the song featured.
Applying the elaboration likelihood model to design. A method of persuasion in which you are convinced by something other than the messages content. The process of thinking for a longer duration is known as elaboration. Change is mediated by how attractive the source of communication is and by bypassing the deliberation process. For example, cognitive response theoryan approach that falls under the central route.
Meaning that these individuals are either not motivated or able to process the information or both. Under the central route, postcommunication attitudes are based on a careful and thoughtful consideration of the persuasive arguments contained in the message. Clearly, the peripheral route to decision making is far less attractive when negotiators are seeking a long lasting, sustained result. It relies on the minds natural ability to associate things. The peripheral route to persuasion godaddy does not use videos and photos of danica patrick and jillian michaels because they are experts on domain name services. Accordingly, postcommunication attitudes should become more favorable as the message arguments increase in quality. Individuals who use this route to persuasion often are influenced by superficial factors such. Oct 06, 2016 the first psychological concept that is worth discussing is the elaboration likelihood model of persuasion elm, which was developed in the mid 1980s. Whereby an individual evaluates information presented to them based on the pros and cons of it and how well it supports their values. This advertisement method is based on the idea that people can be classified as one of four types. Oct 16, 2016 why youre not getting paid the streaming money you earned and how to get it sf musictech 2014 duration. Therere two different ways, or two different routes, to persuasion.
An individual difference perspective article pdf available in journal of personality and social psychology 515. Persuasion introduction to psychology lumen learning. Apr 07, 20 the procedure wherein outlooks are cultivated or altered as a result of utilizing peripheral cues instead of cautiously examining and considering central merits of outlookrelevant data. The central route and peripheral route to persuasion. The second route to persuasion is better known as the peripheral route to persuasion. Peripheral cues are most effective when the audience isnt too involved or critical. 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.
When one tries to persuade another by being more caring and have a good understanding of the message they are delivering, this is called the central route to persuasion. Instead of specifying the effects of particular variables, they focus on the process of persuasion. Individuals who use this route to persuasion often are influenced by superficial factors such as the clothing, appearance or job title of the opposing party. Under this second route, attitudes are influenced by relatively simple. The next section will focus on the factors that lead to successful persuasion and how our processing route influences their effectiveness. Persuasion has traditionally been associated with two routes. Your audience will pay less attention to the message itself while being. Peripheral route to persuasion definition psychology.
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. An ad for a restaurant that shows a happy couple dining d. Low motivation leads to the peripheral route, while high motivation leads to the central route. What can we learn from central route persuasion betterhelp. Elaboration is the process of giving the same message again and again to persuade a person. This approach involves getting someone to associate an intended message with certain images, sometimes positive and sometimes negative. For example, after reading a political debate you may decide to vote for a candidate because you like the sound of the persons voice, or the person went to the same university as. Which one of the following ads is an example of the. For example, in a speaker this would be things like the attractiveness, perceived authority, or superficial charm of the speaker instead of the quality or. Theres the systematic, or central, route and theres the superficial or peripheral processing route. A method of persuasion in which you are convinced by the content of the message. 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.
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. The central route to persuasion uses facts and information to persuade potential consumers. However, not all researchers agree that there are two routes to persuasion. For example, cognitive response theoryan approach that falls under the central route assumes that people are usu.
An ad for a car which points out the cars safety features c. Can make peripheral route persuasion more effective, unless distraction is too great describe uninvolvement and peripheral cues the audience need for cognition motivation to think and analyze predicts vulnerability to peripheral cues. The peripheral route to persuasion is one of the two factors in the elaboration likelihood model which consists of two different routes. Under the central route, persuasion will likely result from a persons. The peripheral route to persuasion is when a person is persuaded by something other than the argument or content of the message. The systematic route is similar to the elaboration likelihood models central route, while the heuristic route is similar to the peripheral route. This model proposes that persuasion happens through two routes. Peripheral route processing happens on a more superficial level. An ad for toothpaste which stresses its ability to fight cavities b. Cacioppo, they intended to provide a general framework for organizing, categorizing, and understanding the basic processes underlying the effectiveness of persuasive communications the study of attitudes and persuasion began as the central focus of. The tendency to like new stimuli more when you encounter it more frequently.
Nonetheless, she thinks carefully about the position statements the candidate makes in the. The psychology of persuasion in the 2016 election balanced. Peripheral route to persuasion persuasion that relies on superficial cues that have little to do with logic. In contrast, a message that relies on the peripheral route to persuasion is a message that uses beautiful music, idyllic settings, attractive models, or other cues that are really incidental, or peripheral, to the issue at hand. This style involves using emotion and the costumers other interests to make a sale. Peripheral route processing also known as peripheral route to persuasion occurs when someone evaluates a message, such as an advertisement, on the. Examples of persuasion via the peripheral route include using showing hardbodied models to sell gym memberships. Dec 07, 2016 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. For example, if jessica was persuaded to buy the shoes because she. Central route to persuasion peripheral route to persuasion heuristic involvement multiple functions of variables in elm criticisms of elm glossary of major terms.
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