Which type of persuasion involves an indirect route that relies on the association of
peripheral cues to associate positivity with a message?
a. cognitive route
b. foot-in-the-door
c. head-in-the-sand
d. peripheral route
The Correct Answer and Explanation is:
Correct Answer: d. peripheral route
Explanation:
The peripheral route to persuasion is part of the Elaboration Likelihood Model (ELM), developed by Richard Petty and John Cacioppo in the 1980s. The ELM outlines two main paths by which persuasion can occur: the central route and the peripheral route.
The peripheral route involves an indirect, superficial process that relies on external cues rather than the quality or strength of the message’s arguments. Instead of engaging in critical thinking or deep evaluation, the audience forms attitudes based on cues like:
- Attractiveness or credibility of the speaker
- Emotional appeals (e.g., fear, humor, or sentimentality)
- Music, images, or slogans
- Social proof or popularity (“Everyone’s doing it!”)
This route is often used in advertising and political campaigns where the goal is to quickly capture attention and evoke a positive emotional response without requiring the audience to engage deeply with the content.
For example, a commercial for a new soft drink might feature a popular celebrity, upbeat music, and images of people having fun on a beach. The actual quality or health benefits of the drink are not discussed; instead, the positive associations created by the peripheral cues encourage viewers to feel good about the product.
In contrast, the central route involves a logical evaluation of arguments and is used when the audience is motivated and able to process the message thoughtfully.
The peripheral route is particularly effective when the audience is uninvolved, distracted, or not motivated to analyze the message. However, its effects tend to be more temporary and susceptible to change, as they are not based on a deep understanding or internalization of the message.
Therefore, the correct answer is d. peripheral route, as it refers to persuasion that depends on indirect cues rather than the content or logic of the message.
