Peripheral route and central route to persuasion
The elm also distinguishes between two routes to persuasion: the central route and the peripheral route central route processes are those that require a great deal of thought and therefore are likely to occur under conditions that promote high elaboration central route processes involve careful examination of a persuasive communication. The central route to persuasion is related to content-based arguments, while the peripheral route is related to extra-logical kinds of impact, such as credibility, attractive- ness of the source of information, or influence on emotions of the receivers (audience. Communication and persuasion: central and peripheral routes to attitude change richard petty, john t cacioppo no preview available - 2011 communication and persuasion: central and peripheral routes to attitude change. The peripheral route to persuasion occurs when a person is persuaded by something other than the argument that's central to the merits of the product or idea being put forth, while the central route to persuasion occurs when a person is persuaded by the actual argument about the merits of the product or idea the peripheral route to persuasion. The peripheral route occurs when attitudes are formed without extensive thought, but more from mental shortcuts, credibility, and appearance cues the route of persuasion processing depends on the level of involvement in the topic or issue high involvement or elaboration increases central route processing especially when motivation and ability.
From wikipedia, the free encyclopedia the elaboration likelihood model (elm) of persuasion  is a model of how attitudes are formed and changed (see also attitude change)central to this model is the elaboration continuum, which ranges from low elaboration (low thought) to high elaboration (high thought. The chapter is designed to explain how people mentally process persuasive messages, the role that central and peripheral processes play in persuasion, complexities in studying cognitive processes, and practical applications. This is a peripheral route to persuasion, where you do not directly advertise the product, but create brand recognition and cause the watchers to have a more pleasant feeling about the product or service because of the more pleasant images.
Central route/elaborated route types of arguments: neutral arguments generate a noncommittal cognitive response from the receiver no attitude change occurs and the ambivalent receiver may instead turn to peripheral cues or shortcuts to persuasion. Central tenets of elm degree of elaboration is determined by a) motivation b) ability to think information process = continuum of elaboration (low end - high end) with 2 routes of processing a) peripheral route b) central route. Specifically focused on persuasion, the elm argues that there are two routes to persuasion: the central route and the peripheral route central route processing is systematic and involves message receivers’ scrutinizing the central, logical merits of a persuasive message the peripheral route is heuristic it is the means by which.
Central route and peripheral processing add remove the elaboration likelihood model of persuasion echoes the heuristic-systematic model of attitude processing by offering two paths to attitude change/formation the central route of processing requires humans to use active and deliberate thought, whereas the peripheral route of processing. The elaboration likelihood model proposes that each and every message is undergoing the process of persuasion in two different ways they are called central route and peripheral route both of them are effective persuasion techniques,but each of them has its own guiding techniques to make them more operative. Determining which “route-to-persuasion” the opposing party is applying and how to best appeal to that “route” is a crucial skill for the effective negotiator these two “routes to persuasion” are 1) the “central” route and 2) the “peripheral” route an individual who is using the “central” route will be more engaged in. The central route is essentially a high-involvement evaluation of messages or claims on an ad because it is high involvement, we are very sensitive to what is a good argument and a bad argument so either ads using a load of logos are either extremely effective, or maybe they should've just stuck to the peripheral route. To the extent that increasing the number of arguments in a message affects persuasion by enhancing issue-relevant cognitive activity, the central route to persuasion has been followed petty and cacioppo (1984, p.
The disadvantage to the central route is that the receiver must be motivated to analyze the message if not, then the message will be lost the peripheral route persuades the incidental cues associated with pleasure through the senses or. Get this from a library communication and persuasion : central and peripheral routes to attitude change [richard e petty john t cacioppo. Persuasion theorists distinguish between the central and peripheral routes to persuasion (petty & cacioppo, 1986) the central route employs direct, relevant, logical messages 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.
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 the peripheral route uses positive association with cues such as beauty, fame, and positive emotions. Central route to persuasion psychology keyword after analyzing the system lists the list of keywords related and the list of websites with related content, in addition you can see which keywords most interested customers on the this website. This is expressing the central route for elaboration likelihood model (elm) of persuasion as it gives logical expression about pricing and its comparison to competing forces the argument presented is very strong so it lies under central route of elm of persuasion. 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.
(peripheral route to persuasion) helen, on the other hand, also notices that the candidate is a 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. The peripheral route to persuasion is the process by which a person does not think carefully about a communication and is influenced instead by superficial clues (brehm et. As one moves higher on the elaboration continuum, evaluations of the focal topic become more dependent upon central route processes while the impact of peripheral route processes diminish, and vice versa (petty and wegener, 1998.