Central route of persuasion

Theres the systematic, or central, route and theres the superficial or peripheral processing route. For example, a car company seeking to persuade you to purchase their model will emphasize the cars safety features and fuel economy. Central route consider the merits much elaboration see rational model b elow 1 evidence weight stronger arguments produce more persuasion 2 counterarguments inoculation produces less persuasive regression 3 vm consistency consistency with audience values and motives produces. 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 through central cues in messages. These results are consistent with the view that there are two relatively distinct routes to persuasion. In the peripheral heuristic route to persuasion, people attend to superficial aspects of the message. The central route to persuasion is directed at highly involved consumers because it is more effective to reach them through advertisements that focus mainly on the. Apr 29, 2014 there are two routes that can be taken in order to effectively interact with both types of consumers, the two routes are the central route and the peripheral route to persuasion. When a receiver is doing central processing, he or she is being an active participant in. Identifying peripheral and central route persuasion in advertising identifying peripheral and central route persuasion in advertising introduction persuasion is a complex phenomenon. Elements of persuasion who says what by what means to whom. Two routes to persuasion petty and cacioppo 1986a, 1986b state that there are two routes to persuasion. If a person pushes too hard, he will risk being aggressive. Persuasion has traditionally been associated with two routes.

The central route to persuasion works best when the target of persuasion, or the audience, is analytical and willing to engage in processing of the information. It is a process of getting influenced by facts and reasoning. The model aims to explain different ways of processing stimuli, why they are used, and their outcomes on attitude change. This can range from serious beliefs such as political or religious. In contrast, the direct method of persuasion relies on the logic of the presentation. Foot in the door obtaining a small, initial commitment.

The central route employs direct, relevant, logical messages. Central route processing the central route processing also known as central route to persuasion is a method of persuasion i. The central route implies a higher probability of elaboration. Persuasion is the term used to describe the many types of influences that are available. It is possible to use both the central route and peripheral route persuasion at the same time. Research has established that decisions reached using the central route to persuasion are generally going to be more satisfying and beneficial to parties in the long run.

The central route for persuasion presents information with emotions. When people are strongly motivated and have time to think over a decision, persuasion occurs through the central route, in which they carefully weigh the pros and cons of a choice. The central route of persuasion aims to entice others with logical reasoning and factual information, while the peripheral route of persuasion emphasizes positive feelings and emotional appeal. During highly involved situations, the central route involves high levels of elaboration where cognitive thought processes and rational thought processing help shape a. Central routes to persuasion applied social psychology asp.

Peripheral route to persuasion occurs when a person is persuaded by. One, called the central route, views attitude change as resulting from a persons diligent consideration of in formation that she feels is central to the true merits of a. Sep 01, 2014 in that case, central processing or central route to persuasion will not work. The elm distinguishes central from peripheral routes of persuasion, where a central route encourages an elaborative analysis of a messages content, and a. Test your knowledge about the central route of persuasion with this worksheet and quiz. Persuasion introduction to psychology lumen learning. This model proposes that persuasion happens through two routes. Elaboration likelihood model of persuasion is an advertisement and marketing communication model which talks about persuasion level of messages given out in advertisements. Petty and cacioppo 1986a, 1986b state that there are two routes to persuasion. Aug 06, 20 saddleback college summer 20 soc 30 430d i do not own the rights to this song nor some of the images used to create this video. It can only occur when the receiver has both the motivation and the. The central route tends to be more durable and more likely to influence behavior.

The peripheral route to persuasion is an indirect method of shaping perceptions and outlooks. Use simple rule of thumb heuristics, such as trust the experts. The central route to persuasion consists of thoughtful. From an advertisers perspective, what products would be best sold using the central route to persuasion. What audience would most likely be influenced to buy the product. Differences between central route persuasion and peripheral route persuasion people who get influenced by peripheral route of persuasion are passive. Under highinvolvement circumstances, central cues have greater impact on consumers, with huger amounts of information processing occurs and operates. There are many undesired behaviors we engage in every day. 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. The central route to persuasion in 1986, petty and cacioppo introduced an influential model of persuasion.

Central route processing occurs when the listener or audience is actually taking part in the message by thinking logically and truly listening to the speaker. For example, a car company seeking to persuade you to. What is the elaboration likelihood model in psychology. The other reason we will follow the central route of persuasion or systematically process something is if we are able to think about it. Peripheral route to persuasion definition psychology. Elaboration likelihood model a theory of persuasion. In the central route, consumers focus on the product messages in the ad, interpret them, form beliefs about product attributes and consequences, and integrate these meanings to form brand attitudes and intentions. Attitude changes that occur via the peripheral route do not.

Meaning that these individuals are either not motivated or able to process the information or both. For example, after hearing a political debate you may decide to vote for a candidate because you found the candidates views and arguments very convincing. Under the central route, persuasion will likely result from a. Low motivation leads to the peripheral route, while high motivation leads to the central route. What can we learn from central route persuasion betterhelp. This is a direct route to persuasion that focuses on the quality of the information. Whether the person is persuading is having a oneonone dialogue, or in front of a giant audience, the goal is the same. An attractive communicator has certain qualities, like physical appeal and similarity, that draw in theaudience.

Next, we see how the same variable can lead to persuasion by either the central or the peripheral route. The peripheral route to persuasion is one of the two factors in the elaboration likelihood model which consists of two different routes. You are presenting a scientific paper to a group of your professors, you would take the central approach because the audience is most interested in the facts. Whereby an individual evaluates information presented to them based on the pros and cons of it and how well it supports their values. The central route to persuasion consists of thoughtful consideration of the arguments ideas, content of the message. We cant be rushed or in a hurry, and we have to be able to understand the message being presented to us. Thus, the motivation to process the message will determine the route that it takes. Pdf using the elaboration likelihood model to examine. Central routes to persuasion have also been developed through mobius introducing sound reasoning and facts to students to help with an understanding of how a thrown out pizza box consumes energy. Peripheral route to persuasion occurs when a person is persuaded by something other than the messages. Disadvantages the model doesnt state when to use a particular form of persuasion, merely that the best model to use will be dependent on the elaboration level of the message recipient. Conducting user research, incorporating the tenets of good design, and understanding how persuasion works will help you appeal to more users through both central and peripheral processing routes.

The central route to persuasion works best when the target of persuasion, or the audience, is analytical and willing to engage in processing of the. The elaboration likelihood model elm of persuasion is a dual process theory describing the change of attitudes. Then you will have to use the superficial way, which is to use these peripheral cues and so when your opportunity, motivation and ability to elaborate, to cognitively process is low, then the way to persuade people is use, is through these peripheral cues. This would be the rationality and logic of the speakers message instead of their looks or personality. Dec 07, 2016 after reading this blog, i get a better understanding of what is central route to persuasion and peripheral route to persuasion and how they work. Change is mediated by how attractive the source of communication is and by bypassing the deliberation process. Attitudes and persuasion introduction to psychology. Under the central route, persuasion will likely result from a persons careful and thoughtful consideration of the true merits of.

Central route to persuasion persuasion that employs direct, relevant, logical messages. To investigate the dynamics of online persuasion, this research uses the elaboration likelihood model elm to determine the effects of argument quality as a central route to influence attitude. On the other side of the spectrum are those who are less involved. What can we learn from central route persuasion beliefs. Persuasion is the power to convince a person or group of people that an argument is compelling or accurate. Learn vocabulary, terms, and more with flashcards, games, and other study tools. The central route to persuasion involves being persuaded by the arguments or the content of the message. Central and peripheral routes to advertising effectiveness. The central route to persuasion will be followed or systematic processing will occur when we carefully consider the message content. The more favorable thoughts produced that are held with confidence, the more persuasion. The manipulation of argument quality had a greater impact on attitudes under high than low involvement, but the manipulation of product endorser had a greater impact under low than high involvement.

This method rests on the assumption that the audience is motivated, will think carefully about what is presented, and will react on the basis of your arguments. A second group of theoretical approaches to persuasion emphasizes a more peripheral route to attitude change. In this example, the commercial persuaded jessica to purchase the shoes using the central route to persuasion. Jan 08, 2018 before we understand central route of persuasion, we need to learn a bit about the elaboration likelihood model of persuasion. The central route and peripheral route persuasion is a topic in social psychology.

When it comes to advertising techniques there are two types of consumers that are important, they are highly involved consumers and uninvolved consumers. The central route is logic driven and uses data and facts to convince people of an arguments worthiness. Fixed action patterns faps sequences of behavior that occur in exactly the same fashion, in exactly the same order, every time they are elicited. Known as the elaboration likelihood method elm, it describes two routes of information processing that might occur in a recipient. The systematic route is similar to the elaboration likelihood models central route, while the heuristic route is similar to the peripheral route. Central route to persuasion occurs when a person is persuaded by the content of the message. When trying to advertise and persuade someone, central route persuasion is when someone is interested in the content of your advertisement.

They use this route when they have little motivation or time or ability to attend to its deeper meaning. Under the central route, the degree of attitude change depends on the ydohqfh of the thoughts produced in response to the message favorable or unfavorable, the dprxqw of them, and how frqilghqw people are in their thoughts. The central route to persuasion focuses on the quality of the argument as compared with an individuals prior knowledge, which results in an acceptance or rejection of the content. Central route to persuasion refers to one of two types of cognitive processes by which persuasion occurs. The model doesnt state when to use a particular form of persuasion, merely that the best model to use will be dependent on the elaboration level of the message recipient. 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. If the arguments of the attractive speaker are more readily accepted, central route persuasion has occurred or if we are persuaded by the unconnected positive association between the communicator and theproduct there has been peripheral route persuasion. In order to be able to think about it, there needs to be limited distractions. In this theory, there are also two routes to persuasion, which are called the systematic route and the heuristic route. The 6 persuasion secrets of donald trump, according to.

The central route and peripheral route to persuasion petty and cacioppo 1981 suggested that there are two different ways or routes to persuasion. Designing for both paths of the elaboration likelihood model isnt just good in theory. Everybody who converses employs arguments at one instance or another and all individuals are diverse, existing in diverse state of affairs, looking for diverse. This method focuses on facts and the content of the message in order to convince the listener, as opposed to relying on peripheral factors like the personality of the speaker, or how the message was delivered. In order for this form of persuasion to work, the person receiving the message must be. Involves deeply processing the content of the message. The central route processing also known as central route to persuasion is a method of persuasion i. The peripheral route makes the message as interesting and attractive as possible to attract. Three key aspects of social psychology, alternative routes to persuasion i. 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. This method is usually applies to logic and help when making a large purchase such as a car.

The central route to persuasion occurs when a person is persuaded to act based on the. The elm distinguishes central from peripheral routes of persuasion, where a central route encourages an elaborative analysis of a messages content, and a peripheral one is a form of. This route is based on an individuals cognitive ability, interest and motivation to process a persuasive message. The process of thinking for a longer duration is known as elaboration. In order to follow this path or use this processing we need to be motivated and able to think about the message. In that case, central processing or central route to persuasion will not work. Psychology, social psychology, attitudes and persuasion oer. There are two routes that can be taken in order to effectively interact with both types of consumers, the two routes are the central route and the peripheral route to persuasion. In this post, we shall discuss persuasion and what central route persuasion is. In order for the central route of persuasion to be effective in changing attitudes, thoughts, and behaviors, the argument must be strong and, if successful, will result in lasting attitude change. Central route processing definition psychology glossary. Central route to persuasion is a concept from elaboration likelihood model by petty and cacioppo. Peripheral route advertisers have many techniques for making their product appeal to customers.

One method is through a central route to persuasion. Identifying peripheral and central route persuasion in. When a receiver is doing central processing, he or she is being an active participant in the process of persuasion. Two routes to persuasion richard petty and john cacioppo. This method of persuasion works best when the facts presented are strong, the topic is relevant to the listener, and the audience is motivated to listen. Oct 03, 20 lets cover another important theory on message deconstruction. The psychology of persuasion in the 2016 election balanced. The elaboration likelihood model is a theory of persuasion that suggests that there are two different ways people can be persuaded of something, depending on how invested they are in a topic. 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. Persuasion is a complex issue that has many aspects to it. The central route and peripheral route to persuasion. When a customer is making this type of purchase they often do. In this video i discuss compliance and persuasion, which are direct social pressures to comply with requests or modify attitudes or behavior. When going through the central route, people are more persuaded by highquality messages.