The central route processes arguments related to information and it entails effort and time spent on information scrutinizing, while the peripheral route use simple cues like source factors, affective states or relatively simple inferences to judge the validity of the information provided [23].
What is central route in psychology?
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 is central route persuasion example?
An anti-smoking campaign that is able to persuade people to quit smoking by showing the statistics of yearly deaths related to smoking and cancer rates in smokers.
Why are neutral cues used?
Some tasks use neutral trials that do present cues. These neutral cues give the participant an idea as to when the target will appear, but do not give any indication of which side it is likely to appear on.
What is peripheral route?
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 Elm in communication?
Cacioppo and Petty’s Elaboration Likelihood Model Theory (ELM) seeks to explain how people process stimuli and how attitudes they develop from this influence their behavior. Faced with a persuasive message, an audience will process it using either a high or low level of elaboration.
Is central or peripheral persuasion better?
Thus, attitudes formed or changed via the central route are likely to be stronger and more consequential than the same attitudes formed or changed via the peripheral route.
What is an example of peripheral route persuasion?
Let’s look at another example of the peripheral route to persuasion. Suppose that you are shopping for clothes at the mall and someone stops you to try to convince you to upgrade your cell phone. You have no interested in upgrading, until you see a photo of your favorite celebrity with the latest model.
When should you use central route processing?
When should a communicator use the central route to persuade an audience? A theory of persuasion that proposes that persuasive messages can influence attitudes by two different routes, central or peripheral. When motivation and ability to process the message are high, the person will usually take the central route.
Why is the central route of persuasion better?
Under the “central” route, post-communication attitudes are based on a careful and thoughtful consideration of the persuasive arguments contained in the message. Accordingly, post-communication attitudes should become more favorable as the message arguments increase in quality.
