Central Vs Peripheral Route Of Persuasion

Petty and cacioppo 1980. The peripheral route to persuasion involves being persuaded in a manner that is not based on the arguments or the message content.

Central Route To Persuasion Definition Examples Video

Central route transformations last longer than that of the peripheral route.

Central vs peripheral route of persuasion. There are two main ideas behind this. The central route to persuasion occurs when a person is persuaded to act based on the arguments or the content of the message. When it comes to advertising techniques there are two types of consumers that are important they are highly involved consumers and uninvolved consumers.

Attitude changes that occur via the peripheral route do not. The central route to persuasion involves being persuaded by the arguments or the content of the message. The peripheral route to persuasion.

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. Commercial advertisements use peripheral route while informative programs use the central route to persuasion. The central processing route is activated when high cognitive involvement is required in a purchase where methods explaining specifics will be most effective whereas peripheral processing is more emotion based where clever use of cues can be used in order to help persuade a person to buy a product.

There is high involvement processing in central route whereas low involvement processing in the peripheral route of persuasion. The central route to persuasion. 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 customer is making this type of purchase they often do research and get all the facts. Two methods of persuasion. A second group of theoretical approaches to persuasion emphasizes a more peripheral route to attitude change.

One is called central route persuasion. Advertisers have many techniques for making their product appeal to customers. Peripheral routes to persuasion.

This method is usually applies to logic and help when making a large purchase such as a car. Central and peripheral central route to. Central route are postulated to be relatively enduring and predictive of behavior cialdini petty and cacioppo 1981.

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