Peripheral route and central route to persuasion

Scholars have been studying different variables in this model in difference context. It is important to delineate these propositions to guide future research into the processing of advertising information. It is not worthwhile to exert considerable mental effort to achieve correctness in all situations and people do not always have the requisite knowledge, time, or opportunity to thoughtfully assess the merits of a proposal.

In addition, credibility can also be used as a heuristic in peripheral thinking because when a speaker is seen as having a higher credibility, then the listener may be more likely to believe the message. They proposed in the marketing context, the determinant of routes is more complex, involving variables of situation, person, and product categories.

Metaphors require a deeper level of elaboration, thereby engaging the central route of processing. These results suggest that teaching restrained eaters how to pay less attention to media body ideal images might be an effective strategy in media—literary interventions.

On the higher end of the continuum are processes that require relatively more thought, including expectancy-value and cognitive response processes. When the operation processes at the low end of the continuum determine attitudes, persuasion follows the peripheral route.

Respondents indicated the number of years of education they had completed. Though they might not be distracted nor cognitively busy, their insufficiency in knowledge can hinder people's engagement in deep thinking.

Elaboration likelihood model

We may increasingly notice and consider evidence or steadily let events act simply as cues to automatic responses. It was found that, the peripheral cues of the minority were more important than the argument quality. Evidence in social psychology supports the view that different processes are involved under high and low elaboration likelihood conditions.

Under high elaboration, a given variable e. When the operation processes at the low end of the continuum determine attitudes, persuasion follows the peripheral route.

When an individual is not motivated to centrally process an issue because they lack interest in it, or if the individual does not have the cognitive ability to centrally process the issue, then these heuristics can be quite persuasive. This is because they fear they will be isolated by the majority and suffer social rejection.

Attitude and Behavior Change

Also, people continue to educate themselves after they have finished formal schooling through a variety of life experiences. The Hypodermic Needle Theory no longer carries the respect it once did since its accuracy was found to be questionable.

Before providing information on these ways of being persuaded, I will define persuasion. When the client hears a metaphor that resonates with them, they are far more likely to trust and build positive rapport with the counselor.

This highlights the need for further research into the interactive effects of variables controlling the persuasion process. Approximately 57 percent of younger adults scored above the median need for cognition score; while only 26 percent of older adults scored above the median.

But the theory also claims that those who are lower on the social ladder tend to have a greater understanding of the social whole, rather than those higher up. Otherwise, the individual will temporarily change his attitude towards it. Symbolic Interactionism Theory Symbolic Interaction Theory suggests that the concept of self is created by three principles: To study either route of the elaboration likelihood model, the arguments must be designed for consistent results.

Pee has conduct interesting research on the influence of trust on social media using the ELM theory. How does web personalization affect users attitudes and behaviors online?

This is not to say that everyone over the age of 60 will have low levels of need for cognition. The theory states it is a gradual evolution due primarily to self-disclosure between parties.Fulfillment by Amazon (FBA) is a service we offer sellers that lets them store their products in Amazon's fulfillment centers, and we directly pack, ship, and provide customer service for these products.

The big list of academic theories, postulates, hypotheses, etc. on which persuasion techniques are based.

ABSTRACT - Multiple "routes" to persuasion have begun to appear in analyses of consumer attitudes and attitude change. In the present paper, we review our elaboration likelihood model of persuasion and we discuss the place of our central and peripheral routes to persuasion in this model.

Some studies are only available to people in a certain age range or of a certain sex, so you can optionally fill in that information to be able to participate in those studies.

The elaboration likelihood model (ELM) of persuasion is a dual process theory describing the change of attitudes. The ELM was developed by Richard E.

Petty and John Cacioppo in The model aims to explain different ways of processing stimuli, why they are used, and their outcomes on attitude change. IMPORTANT CONCEPTS This page contains articles pertaining to some important concepts.

I have organized the concepts with three categories: psychology concepts.

Download
Peripheral route and central route to persuasion
Rated 5/5 based on 26 review