Central and peripheral route dilemma?

What is the central and peripheral route of 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 a good example of central route 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 an example of peripheral route persuasion?

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 difference between central and peripheral processing?


When recipients process via the central route they think about the message extensively. The message passes through the different processing stages.

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 meant by central route to 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 is peripheral route in advertising?

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 is central route processing example?

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 a peripheral cue?

a factor that is external to the merits of an argument and that can be used to provide a relatively low-effort basis for determining whether an attitude object should be positively or negatively evaluated.

Is the central or peripheral route better?

When either motivation or ability are lacking, the peripheral route prevails, with its effort-saving heuristics and peripheral cues operating. Because these processes require less thought, their effects are more fleeting than the central route’s lasting impacts.

What is a central route argument?

People follow the central route to persuasion when they think carefully about the information that is pertinent, or central, to the true merits of the person, object, or position being advocated in the message. This information is referred to as the argument.