If you’re wondering which of the following illustrates peripheral route persuasion, you’re in the right place. In this blog post, we’ll explore what peripheral route persuasion is and how you can use it to your advantage.
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The vast majority of persuasion occurs through the central route, which is when people are persuaded by the actual arguments or information present. Persuasion can also happen through the peripheral route, which is when people are persuaded by factors that are not directly related to the argument or information at hand. For example, if somebody is wearing a shirt with a company logo on it and you purchase that company’s product, then you have been peripherally persuaded.
Factors that can lead to peripheral persuasion include a person’s physical appearance, their tone of voice, whether they are likeable, and whether they seem trustworthy. Another factor that can influence peripheral persuasion is social proof, which is when people see others doing something and think that it must be the right thing to do. So, if you see a lot of people wearing a certain type of clothing, you may think that it must be in style and start wearing it yourself.
What is the Peripheral Route to Persuasion?
The peripheral route to persuasion is a process whereby people are persuaded by factors that are not directly related to the message itself. These factors can include anything from the attractiveness of the person delivering the message, to the music that is playing in the background, to the way in which the message is delivered (e.g., in a highly emotional or humorous way).
Factors that influence persuasion via the peripheralroute are typically low-involvement factors, which means that they do not require a lot of thought or reflection on behalf of the individual. As such, they are often processed automatically and outside of conscious awareness.
The peripheral route to persuasion is often contrasted withthe central route to persuasion, which involves people being persuaded by the actual content of the message itself (e.g., by evidence or logic). The central route to persuasion is more likely to occur when people have a high level of involvement with the issue at hand and are therefore more likely to engage in thoughtful reflection and analysis.
Examples of the Peripheral Route to Persuasion
Cognitive dissonance is the mental stress (discomfort) we experience when we hold two contradictory beliefs about something simultaneously, or when we engage in behavior that contradicts our own beliefs. For example, we may believe smoking is harmful to our health, but continue to smoke anyway.
The dissonance we experience can be so uncomfortable that we are motivated to reduce it by changing our attitude or behavior. For example, we may decide to quit smoking. This reduction in cognitive dissonance is called the resolution effect.
The peripheral route to persuasion occurs when someone is persuaded by factors that are not related to the message content, such as the speaker’s attractiveness, . . .
The Advantages of the Peripheral Route to Persuasion
In general, the peripheral route to persuasion is less effective than the central route to persuasion. However, there are some advantages to using the peripheral route to persuasion. First, the peripheral route to persuasion is less effortful than the central route to persuasion. Second, the peripheral route to persuasion can be used when people lack the ability or motivation to process persuasive messages carefully. Finally, the use of peripheral cues can increase persuasiveness even when people do not intend to be persuaded (e.g., subliminal messages).
The Disadvantages of the Peripheral Route to Persuasion
There are several disadvantages associated with the peripheral route to persuasion. One disadvantage is that individuals who rely on the peripheral route may not fully understand the message that is being communicated. Additionally, the message may be interpreted differently than intended by the communicator. Additionally, messages that are communicated via the peripheral route are more likely to be forgotten soon after exposure than messages that are communicated via the central route. Finally, messages that are communicated via the peripheral route may be less effective in changing attitudes or behavior than those that are communicated via the central route.
How to Use the Peripheral Route to Persuasion
There are two main routes to persuasion: the central route and the peripheral route. The central route to persuasion occurs when people are persuaded by the intrinsic merits of an argument or message. The peripheral route to persuasion occurs when people are persuaded by factors that are unrelated to the intrinsic merits of an argument or message. Factors that can lead to persuasion via the peripheral route include sex appeal, celebrity endorsements, and catchy jingles.
When to Use the Peripheral Route to Persuasion
The peripheral route to persuasion is often used in advertising. This occurs when people are persuaded by factors that are not related to the message itself. For example, someone may be persuaded to buy a product because of the celebrity endorsement, rather than the actual merits of the product.
How Not to Use the Peripheral Route to Persuasion
Using the peripheral route to persuasion is not always effective, and can even backfire. This is because people are often skeptical of information that is presented in a way that is not logical or does not make sense. For example, if you are trying to sell a product and you use a celebrity endorsement as your only evidence, people may be skeptical and question the validity of your claims. Additionally, if you try to use the peripheral route to persuasion in a situation where people are already very familiar with the topic at hand, they may see right through your attempts and view them as manipulative.
The Bottom Line on the Peripheral Route to Persuasion
Different arguments-or even different words-can lead to the same conclusion when people think about them deeply. However, when people are busy, tired, or not paying close attention, they often rely on shortcut cues, or heuristics, to decide what to believe and do. These cues are called the peripheral cues because they are on the periphery of the message and not central to its argument. The central route to persuasion relies on detailed processing of the message content; the peripheral route relies on relatively simple processing of superficial cues.
The following illustrations are examples of persuasion via peripheral cues:
-A company’s sales pitch that primarily touts its product’s low price (rather than its quality)
-An advertisement that uses attractive models or celebrities to sell a product
-A politician’s endorsement by a well-known and respected figure
Further Reading on the Peripheral Route to Persuasion
If you want to learn more about the peripheral route to persuasion, there are a few articles that can help you out. This article from Harvard Business Review gives a great overview of the concept and how it can be used in business. If you’re looking for more of a scientific perspective, this article from the journal Psychological Science provides a thorough review of the research on the topic. Finally, if you want to explore the idea in more depth, this book chapter offers a comprehensive treatment of the topic.