Can you give an example of an ad that would rely on the central route?
Can you give an example of an ad that would rely on the central route?
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 the difference between central and peripheral routes to persuasion?
There are two primary routes to persuasion. 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.
What is peripheral route advertisement?
The peripheral route is an indirect route that uses peripheral cues to associate positivity with the message (Petty & Cacioppo, 1986). 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.
Is central or peripheral more effective?
One study on the effect of Twitter on politics, by Wu, Wong, Deng, and Chang, found that certain types of tweets (1 central route, 1 peripheral route) are most effective in political persuasion. Informative tweets (central) have been shown to produce a consistent impact on opinion convergence.
What are the two routes of persuasion?
This proposes two major routes to persuasion: the Central Route and the Peripheral Route.
Which route of persuasion is more effective?
central route to persuasion
The central route to persuasion works best when the target of persuasion, or the audience, is analytical and willing to engage in processing of the information.
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.
What are examples of peripheral cues?
An example of a peripheral cue could be the perceived credibility or the attractivenes of the source. Persuasive messages which are processed through the peripheral route are not likely to change attitudes or habits. They only cause short-term behaviour changes. Most of the tactics I spoke about are peripheral cues.
What is a central route argument?
The central route to persuasion consists of thoughtful consideration of the arguments (ideas, content) of 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 method of persuasion is the most effective?
One-sided is more effective if the listener already agrees with the speaker’s argument. Two-sided works best if the listener initially disagreed. If the audience is exposed to opposing views, best to use two-sided. Other things being equal, information presented first usually has the most influence.
What are the 5 elements of persuasion?
Persuasion is part of the communications process. The five basic elements of persuasion–source, message, medium, public and effect. Let’s look at each element briefly.
When to use central route or peripheral route persuasion?
One is called central route persuasion. This method is usually applies to logic and help when making a large purchase such as a car. When a customer is making this type of purchase they often do research and get all the facts. They will then choose which one applies to their needs.
What is the definition of 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.
What are the two main routes of processing?
With these different types of consumers in mind, different routes of processing can be focused in order effectively interact with both different types of consumers, these two routes are the central route and the peripheral route [1].
What’s the difference between Central and peripheral processing?
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.