Differences between Central Route Persuasion and Peripheral Route Persuasion
- People who get influenced by peripheral route of persuasion are passive and are unwilling to think much about the message unlike that of central route persuasion.
- The peripheral route makes the message as interesting and attractive as possible to attract attention and make people change their behavior. ...
- “Attitude changes that result mostly from processing issue-relevant arguments (central route) will show greater temporal persistence, greater prediction of behavior, and greater resistance to counter persuasion than attitude changes that ...
What are the Central and peripheral routes?
- How does web personalization affect users attitudes and behaviors online?
- An eye-tracking study of online shopping to understand how customers use ELM in their e-commerce experience.
- Using an elaboration likelihood approach to better understand the persuasiveness of website privacy assurance cues for online consumers.
What is an example of peripheral route persuasion?
What is an example of peripheral route 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.
Which of the following is the best example of central route persuasion?
The best example of central route persuasion is an anti-smoking advertisements that use charts and graphs to show how many people die from smoking-related causes each year.
What is an example of central route persuasion?
Examples of central-route persuasion tactics include: Control Agenda. Lay out issues in a manner that reflects ones own interests. Try to garner information and discuss with the other party what may be a hidden agenda. Generate Alternatives. Generate multiple alternatives for a bargaining issue that benefit ones self or that are of equal value ...
What's the peripheral route to persuasion?
the process by which attitudes are formed or changed as a result of using peripheral cues rather than carefully scrutinizing and thinking about the central merits of attitude-relevant information. See also elaboration; elaboration-likelihood model.
What is an example of central route to persuasion?
Examples of Central Route Persuasion While watching television, a person who is interested in cars sees a car advertisement. Though the person has a car, the person gets influenced by the features shown of a new model of car.
What is meant by central route of persuasion?
the process by which attitudes are formed or changed as a result of carefully scrutinizing and thinking about the central merits of attitude-relevant information.
What are the two routes of persuasion in psychology?
This proposes two major routes to persuasion: the Central Route and the Peripheral Route. P&C say of this 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.
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 central and peripheral route?
0:342:264.6 Central and Peripheral Route - YouTubeYouTubeStart of suggested clipEnd of suggested clipThe peripheral route however is a shortcut it's activated by so called peripheral cues like humorMoreThe peripheral route however is a shortcut it's activated by so called peripheral cues like humor credibility of the source fear or desire the theory tells us that persuasive attempts should take into
What is an example of central route processing?
For example, a TV ad that presents laboratory findings to demonstrate the effectiveness of an acne treatment would be using the Central Route to Persuasion, as opposed to one that only uses a celebrity endorser.
What is peripheral route in marketing?
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?
Instead of focusing on the facts and a product’s quality, the peripheral route relies on association with positive characteristics such as positive emotions and celebrity endorsement. For example, having a popular athlete advertise athletic shoes is a common method used to encourage young adults to purchase the shoes.
What is the topic of persuasion?
The topic of persuasion has been one of the most extensively researched areas in social psychology (Fiske et al ., 2010). During the Second World War, Carl Hovland extensively researched persuasion for the U.S. Army. After the war, Hovland continued his exploration of persuasion at Yale University. Out of this work came a model called the Yale attitude change approach, which describes the conditions under which people tend to change their attitudes. Hovland demonstrated that certain features of the source of a persuasive message, the content of the message, and the characteristics of the audience will influence the persuasiveness of a message (Hovland, Janis, & Kelley, 1953).
What is the most popular model of persuasion?
An especially popular model that describes the dynamics of persuasion is the elaboration likelihood model of persuasion (Petty & Cacioppo, 1984). The elaboration likelihood model considers the variables of the attitude change approach—that is, features of the source of the persuasive message, contents of the message, and characteristics of the audience are used to determine when attitude change will occur. According to the elaboration likelihood model of persuasion, there are two main routes that play a role in delivering a persuasive message: central and peripheral.
What was the Yale attitude change approach?
Out of this work came a model called the Yale attitude change approach, which describes the conditions under which people tend to change their attitudes.
Why are people more likely to buy into their communication?
People are more likely to buy into their communication due to the triad of trustworthiness —possessing any or all of following three characteristics: authority of expertise, honesty, and likeability. However, expert sources and high-quality information do not simply lead to successful persuasion.
Which route is logic driven?
The central route is logic driven and uses data and facts to convince people of an argument’s worthiness.
Who demonstrated that certain features of the source of a persuasive message, the content of the message, and the characteristics of
Hovland demonstrated that certain features of the source of a persuasive message, the content of the message, and the characteristics of the audience will influence the persuasiveness of a message (Hovland, Janis, & Kelley, 1953).
How to increase cognitive elaboration?
... To increase people's ability for cognitive elaboration, non-technical language should be used and arguments should be presented in an organised, clear and concise manner (Petty, Heesacker, and Hughes, 1997). Empirical evidence shows that people engaging in this deliberative process develop new, readily accessible attitudes that are persistent, resistant to counter persuasion, deeply engrained into a person's belief structure and strongly capable of influencing behaviour (Chaiken, 1980;Petty and Cacioppo, 1986; Cacioppo, Chuan, Petty, and Rodriguez, 1986; Haugtvedt and Petty, 1992). ...
What is the purpose of the paper Lean Implementation?
Purpose - This conceptual paper addresses the often neglected human aspect of lean implementation, specifically how an organisation can cultivate the appropriate mindset and culture so that employees engage fully in the transition to lean and change improvements are sustained. Design/approach – Individual difference factors (job characteristics, job satisfaction, organisational commitment and personality) are integrated into an empirically supported model of behaviour to explain different employee reactions to lean change. Findings – The people-centred model proposed captures the heterogeneity of employee reactions to lean change and illustrates how communication and training can enhance people’s motivation for lean. The paper draws the distinction between ‘given’ and ‘changeable’ characteristics and builds the profile of the ‘ideal employee for lean’. Originality/value – Previous papers on lean implementation have tended to be process driven and focus on tools and techniques. The behavioural element is often neglected. This paper examines the employee motivational aspect of lean and the significance of considering employee needs and aspirations during a lean implementation programme. It suggests how a business can develop a strategy for managing and sustaining a people process for lean change. Distinct from other research, it applies (and extends) a theory of behaviour to the lean implementation process, which should assist both academics and practitioners in the fields of operations and change management, business improvement and occupational psychology. Practical implications – The theoretical model proposed carries an important message for practitioners. By introducing appropriate communication systems and training programmes, organisations should be able to manage employee perceptions of and beliefs about lean, and employee willingness to engage in lean ways of working. Keywords – Lean manufacturing, change management, sustainability, employee motivation, training, communication
How does persuasion work?
In order for this form of persuasion to work, the person receiving the message must be motivated to listen to the message and be able to think about and comprehend the message.
What are the two ways that individuals can be persuaded?
They are the central route to persuasion and peripheral route to persuasion. Central route to persuasion occurs when a person is persuaded by the content of the message.
What is the second method of persuasion?
According to Petty and Cacioppo, Jessica could be persuaded using the second method of persuasion called peripheral route to persuasion. The peripheral route to persuasion is when a person is persuaded by something other than the argument or content of the message.
What is the peripheral route to persuasion?
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, ...
What are the two methods of persuasion?
According to Petty and Cacioppo, there are two methods by which people can be persuaded: peripherally or centrally.
Definition and Example
Jessica is a sports activities enthusiast and captain of her school’s volleyball and basketball teams. While looking certainly considered one among her favorite shows, she sees a business for a couple of footwear that declare to offer more heel assist and boom the peak of her jump.
Two Methods of Persuasion: Central and Peripheral
Central path to persuasion became first mentioned via way of means of Richard Petty and John Cacioppo. Moreover, Petty and Cacioppo believed that there had approaches. Additionally, human’s attitudes may be modified. One approach is thru a relevant path to persuasion.
Lesson Summary
According to Richard Petty and John Cacioppo, there are strategies wherein people may be persuaded. They are the relevant path to persuasion and peripheral path to persuasion. Central path to persuasion happens while someone is persuade via way of means of the content material of the message. Peripheral path to persuasion happens.
What is Central Route Persuasion?
Central path to persuasion is a idea from elaboration probability version via way of means of Petty and Cacioppo. Moreover, it is a technique of having stimulated via way of means of records and reasoning.
