Routes To Persuasion. 11.3 Attitudes & Persuasion – Introductory Psychology Soft-drink ads usually take the peripheral route, by merely associating their product with glamour, pleasure, and good moods. Central path to persuasion is a idea from elaboration probability version via way of means of Petty and Cacioppo. Peripheral route to persuasion ads examples Learning Goals Explain how people's attitudes change externally through persuasion Compare peripheral and central pathways to persuasion In the previous section, we discussed that motivation to reduce cognitive dissonance leads us to change our attitudes, behaviors, and/or cognition to be consonances. Central route processing, or centrally processing, entails that the target audience cares for the message and will therefore have a high level of elaboration. Petty, and Cacioppo 1981; Petty and Cacioppo 1980). There are times when people are motivated to pay attention to the facts during a speech or other persuasive communication and during those times are persuaded the most by a strong logical argument. Central and peripheral route persuasion. Communication and Persuasion: Central and Peripheral Routes to Attitude Change. We are constantly exposed to different sources of persuasion everyday whether it is from the advertisements on television, or the towering billboards we drive past, persuasion is unavoidable. 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. 1998. For example, a listener may decide to agree with a message because the source appears to be an expert, or is attractive. The central route employs direct, relevant, logical messages. Some of the commercials are easy to remember and are a good laugh. The central route is often more likely to lead to a lasting persuasion, if the audience thinks initially thinks favorably of the argument. 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. Routes to Persuasion Central route to persuasion analytic, high effort, cogent arguments Can produce durable, long-term changes in behavior and agreement Peripheral route to persuasion intuitive, low effort, use Elaboration is the technique of giving the identical message over and over to steer someone. Peripheral Route To Persuasion. 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. 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. Instead, they offer detailed information for consumers to develop more positive opinions about the company's products. Moreover, it is a technique of having stimulated via way of means of records and reasoning. Examples of central and peripheral route persuasion appeardaily in media advertisements. The ad used central route persuasion because the message has meaning to those who vape or smoke. An ad featuring a beautiful model and a famous athlete using a product without saying why it is better than a competitor's product is an example of what idea in social psychology? A second group of theoretical approaches to persuasion emphasizes a more peripheral route to attitude change. A trusted reference in the field of psychology, offering more than 25,000 clear and authoritative entries. Central route to persuasion ads examples The detailed feasibility model (ELM) of persuasion (Petty & Cacioppo, 1986) is a form of how attitudes are created and changed (see also changing attitudes). This Ad effectively uses transformation as one of their persuasion techniques. B) integrated into existing cognitive structures. Persuasion occurring through the peripheral route is. The ad used fear-based appeal due to the haunted cabin that the commercial took place it. 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.. When a customer is making this type of purchase they often do research and get … Briefly describe the magazine or newspaper advertisement you found that represents a good example of central route persuasion. The former is called central route processing and takes a greater effort of cognition. In this Ad it connects you personally and also shows the other candidate in a bad way. Central route processing more often and peripheral. However, in this advertisement, they are not specifically targeting to sell their products. Halnlet relates the information in the ad (e.p.. "kills faster and more decisively") to knowledge and informa- tion that he already possesses (e.g., "wrongs that have been committed") to arrive at new ideas This will cast the eyeballs off, not just men, but also women. Answer to: Which of the following uses the peripheral route to an attitude change? Prior, Markus (1999). Theorist: Petty and Cacioppo. Hiring practices of staff or salespeople. In order to follow this path or use this processing we need to be motivated and able to think about the message. This method is commonly used by religions. Here are 5 examples of peripheral routes to persuasion in everyday life . The Nike ad on the right uses a different approach. In discussing the use of the four elements of persuasion, be sure to address the strengths and weaknesses of the campaign. Low elaboration, or peripheral route processing, means the opposite. Conversely, the central route to persuasion involves higher elaboration and focuses on the argument and content of the message (lecture, 8/11/2016). The central route to persuasion consists of thoughtful consideration of the arguments (ideas, content) of the message. The simplest form of using the central route to persuasion is the use of a long argument. For example, the doctor might cite research suggesting that the soda is better than alternatives because of its reduced calorie content, lack of adverse health consequences, etc. The central route to persuasion occurs when the audience thinks carefully about the message's content- that is, when they have the motivation and ability to do so. The Ad uses many persuasion techniques such as association. This is an example of the peripheral route to persuasion. How would you develop an ad using a peripheral route of persuasion? Attitude changes that occur via the peripheral route do not C) attributions. The ELM proposes two major routes to … This advertisement works as a social change message. Confession: I get hit with these ads from Revolve constantly. 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 specific attributes of the product and there has been thoughtful consideration of the ideas and content of the message the advertisement is releasing. Report of the Task Force on Campaign Campaign Reform: Insights and Evidence. Moreover, it is a technique of having stimulated via way of means of records and reasoning. The ad presented above is from L’Oreal Paris. An advertisement featuring lipstick is targeted towards men. Central and peripheral route persuasion. Central Route Processing. The Central Route Processing (also known as Central Route to Persuasion) is a method of persuasion (i.e., a way to persuade others). 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. Identify the factors that enhance your motivation and ability to process the content of the advertisement. The goal of this … 6/12/11 1 Principles of Behavior Change Wesley Schultz, Ph.D. California State University Routes to Persuasion Central route to persuasion analytic, high effort, cogent arguments Can produce durable, long-term changes in behavior and agreement Revolve: If you love it, buy it <3. 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. Airlines are known to hire attractive-looking air stewardesses. Whenever you’re looking at an ad, you’re either using your central route of processing or you’re using your peripheral route. First there is the central route to persuasion, which involves looking at the different arguments, facts, figures, and systemically coming to a decision. Types of Persuasion in Advertising Bringing it back to the running shoe example, Reebok’s Easy Tone ad helps us to understand the ways of processing that What is Central Route Persuasion? Central Route vs. Advertisers have many techniques for making their product appeal to customers. It is a well-known cosmetics brand. Persuasion by central route Central route : Thoughtful consideration of given argument /message leads to persuasi… View the full answer Transcribed image text : Elaboration Likelihood Model (ELM) involvement level of a person with the persuasive message. a. It tells 21 Oct. We were talking about peripheral routes and central routes in class and it made me realize that a lot of car commercials use peripheral routes to reach the potential customer over central routes. The answer to this question is option B because the facts that would be presented by the graphs and charts are strong, relevant and this would make the listener to be motivated to listen. The Central Route Processing (also known as Central Route to Persuasion) is a method of persuasion (i.e., a way to persuade others). negative aspects-Presents a compelling, logical argument Ad Three: What aspects of this ad illustrate BOTH the peripheral and central route to persuasion? The elaboration likelihood model is a theory of persuasion that explains that you can motivate people via one of two processing routes. The peripheral route to persuasion is one of the two factors in the elaboration likelihood model which consists of two different routes: central route processing (hyperlink?) In this case, the audience investigate the message’s content, rather than just reading through it. The advertisement provides an illustration on the advantages of using the Colgate hence persuading people by providing more information. Identifying Peripheral and Central Route Persuasionin Advertising. Terms. There are two routes to persuasion: the central route and the peripheral route. Because the central route relies on the An ad for a cell phone service that emphasizes clear calls B. Some television magazine or newspaperadvertisements rely primarily on central route processes whereas others relyon peripheral route processes to change attitudes. 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. The commercial showed statistics of who can usually make it out alive without getting hooked on nicotine. Therefore, the receiver would be using the central route to persuasion. 21 Oct. We were talking about peripheral routes and central routes in class and it made me realize that a lot of car commercials use peripheral routes to reach the potential customer over central routes. Two Methods of Persuasion: Central and Peripheral Central route to persuasion was first discussed by Richard Petty and John Cacioppo. Although potential answers will vary, advertisements using the central route of persuasion might involve a doctor listing logical reasons for drinking this product. Central route of persuasion in advertising One of the magazine and newspaper advertisements used in the perimeter for persuasion is a car advertisement, i.e. 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. At the center of this model is the continuation of the lying, which ranges from low thoroughness (low thought) to high profile (high-minded) ELM. a Lexus/Splash car ad with model Hayley Clawson. These messages usually appear on billboards, television commercials, magazine ads, telemarketers, pop-up-ads, and even through our friends and family. Describe a source cue, heuristic, or emotion that is present and the positive cognitive responses it generates to change attitudes. Computer ads typically take the central route, by assuming their audience wants to systematically compare features and prices. Attitude changes that occur via the peripheral route do not While the peripheral route to persuasion is when the audience decides to agree with the argument due to factors outside of it, like the validity of the source or how attractive the person making the argument is. 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.
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