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 surface-level characteristics rather than the actual content of the message.
What is peripheral route processing in psychology?
Peripheral Route Processing. 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 surface-level characteristics rather than the actual content of the message.
What is peripheral route of persuasion?
The social psychology phenomenon known as the peripheral route of persuasion occurs when people are persuaded by something other than the central argument being made. This can happen when somebody is influenced by a celebrity endorsement, for example, or when they respond to an emotional appeal rather than logic.
What is the central route and the peripheral route?
The central and peripheral route come from the ELM, which is a model that tells us when people should be particularly likely to elaborate or not elaborate on persuasive message. Each route offers effective persuasive techniques but differ in success depending on the person receiving the message
How effective is each route in persuasive communication?
Each route offers effective persuasive techniques but differ in success depending on the person receiving the message
What is central and peripheral route processing?
There are two primary routes to persuasion. The central route to persuasion uses facts and information to persuade potential consumers. The peripheral route uses positive association with cues such as beauty, fame, and positive emotions.
What is an example of peripheral route?
What is an example of peripheral route to persuasion? An example of the peripheral route to persuasion would be when someone agrees with a speaker because the speaker is attractive and brought pizza to the presentation.
What is peripheral route persuasion in psychology?
The peripheral route to persuasion is an indirect route that uses peripheral cues to associative positivity with the message. Instead of focusing on the facts and a product's quality, the peripheral route relies on association with positive characteristics such as positive emotions.
What is the difference between central and peripheral route?
Central route to persuasion occurs when a person is persuaded by the content of the message. Peripheral route to persuasion occurs when a person is persuaded by something other than the message's content.
What is peripheral processing in real life?
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 surface-level characteristics rather than the actual content of the message.
What is central route processing?
Central route processing occurs when message interpretation characterized by thoughtful consideration of the issues and arguments used to persuade. In central route processing, people are swayed in their judgments by the logic. Merit, and strength of arguments.
What is central route persuasion example?
Examples of Central Route Persuasion Though the person has a car, the person gets influenced by the features shown of a new model of car. The advertisement has shown facts and figures that really show the car to be better than what the person has been using. This is a case of a central route to persuasion.
What is central route persuasion in psychology example?
The central route is logic driven and uses data and facts to convince people of an argument's worthiness. For example, a car company seeking to persuade you to purchase their model will emphasize the car's safety features and fuel economy.
What is a peripheral message?
1. Persuasive messages that uses cues and lacks relevant logic but however seeks to alter human behavior.
Why do individuals sometimes process centrally and other times Process peripherally?
When people have the mental resources to think carefully about the message, they take the central route. If people are cognitively busy, they take the peripheral route.
What are the two main routes of persuasion in the ELM called?
The ELM proposes two major routes to persuasion: the central route and the peripheral route. 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.
Under which condition are you likely to follow the peripheral route to persuasion?
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 arguments or ideas in the message. For example, a listener may decide to agree with a message because the source appears to be an expert, or is attractive.
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Peripheral Route
Rather than examining issue-relevant arguments the peripheral route has people examine the message quickly or focus on simple cues to help them decide whether to accept the position advocated in the message.
Central Route
The central route is when people process information centrally, as they carefully evaluate message arguments and ponder implications of the communicators ideas.
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