Define central route to persuasion and peripheral route to persuasion (and provide an example that distinguishes between them) Name and give an example of one of the peripheral route persuasion techniques.
The Correct Answer and Explanation is:
The central route to persuasion and the peripheral route to persuasion are two distinct ways in which persuasion can occur, based on the elaboration likelihood model (ELM) proposed by Petty and Cacioppo in 1986.
- Central Route to Persuasion: This route involves deep, thoughtful processing of the message content. When individuals are motivated to think critically about the arguments presented and are able to process them, they engage in the central route to persuasion. This route is more effective when the person has both the ability and motivation to engage with the topic. Here, persuasion occurs through logical reasoning, strong arguments, and factual evidence. Example: Imagine a person considering buying a new laptop. They may read reviews, compare specifications, and look into technical details like battery life, processing speed, and screen resolution. They evaluate the product thoroughly, weighing the pros and cons. In this case, their decision is influenced by the strength of the arguments and facts provided.
- Peripheral Route to Persuasion: This route involves less thoughtful processing and relies on superficial cues to influence people. When individuals are either not motivated to think critically about the topic or lack the ability to do so (due to distractions, time constraints, or a lack of interest), persuasion occurs via peripheral cues such as attractiveness, credibility, or emotional appeals. Example: If the same person is exposed to an advertisement for the laptop featuring a famous celebrity endorsing the product without providing detailed information about its features, the celebrity’s attractiveness or popularity might influence the person’s decision. This is a peripheral route because the focus is not on the quality of the arguments, but on the emotional or superficial appeal of the ad.
Peripheral Route Persuasion Technique: One common technique used in the peripheral route is “Social Proof”. This technique leverages the idea that people are more likely to be persuaded by what others are doing or by the actions of a group. For example, a product ad may show large crowds of people happily using a particular brand of shoes, implying that it’s popular and widely accepted. This social proof influences potential customers to make a purchase based on the popularity of the product rather than logical reasons or product specifications.
