Glossary / Lexicon

Deutsch: Periphere Route zur Überzeugung / Español: Ruta Periférica a la Persuasión / Português: Rota Periférica para Persuasão / Français: Voie Périphérique de la Persuasion / Italiano: Rotta Periferica alla Persuasione

Peripheral route to persuasion refers to persuasion that occurs when people are influenced by incidental cues, such as a speaker's attractiveness. It is the case whereby people do not elaborate on the arguments in a persuasive communication, but are instead swayed by Peripheral cues.

With other words Peripheral Route to Persuasion is a concept from the Elaboration Likelihood Model (ELM) of persuasion. This theory posits that there are two primary pathways through which persuasive communications can lead to attitude change: the central route and the peripheral route. The peripheral route involves attitude change that occurs in the absence of careful thought and consideration of the argument or the message content. Instead, persuasion occurs due to peripheral cues, such as the attractiveness or credibility of the source, emotional appeals, or the mere number of arguments presented, rather than the quality of the arguments.

Description

The Peripheral Route to Persuasion is one of the two processes theorized by Richard E. Petty and John Cacioppo in the 1980s. This route is typically engaged when the recipient of a persuasive message is either unwilling or unable to engage in much thought about the message itself. In such cases, the person's attitude can be influenced by external cues or heuristics, such as the attractiveness of the speaker, the speaker's authority or expertise, the consensus or popularity of the idea, and the emotional response elicited by the message.

These peripheral cues can effectively influence attitudes and behaviors, especially in situations where motivation to process the message is low or when the ability to scrutinize the arguments is hindered due to distractions, time pressure, or limited cognitive resources. Persuasion through this route is often quicker but less stable and enduring than persuasion achieved through the central route, where individuals carefully consider the message content.

Application Areas

The Peripheral Route to Persuasion has applications in various fields including marketing, advertising, political campaigning, and public health. Advertisers often rely on attractive models, celebrities, or emotionally charged music to influence consumers’ attitudes toward a product. In politics, candidates may employ slogans, endorsements, and appealing visuals to shape public opinion, especially when detailed policy discussion is less feasible. Public health campaigns also use simple messages and trusted figures to encourage behaviors like vaccination or healthy eating.

Well-Known Examples

A well-known example of the peripheral route to persuasion in action is celebrity endorsements in advertising. When a popular celebrity endorses a product, consumers may be persuaded to have a positive attitude toward the product, not because of the product's features or effectiveness, which would involve the central route, but because of their positive feelings toward the celebrity.

Treatment and Risks

The use of the peripheral route to persuasion carries risks, particularly in contexts where making an informed decision is important. Individuals may be swayed by superficial cues rather than substantive arguments, leading to poor decisions. In educational or therapeutic settings, reliance on peripheral cues can undermine critical thinking and informed consent. Educators and therapists may work to strengthen individuals' motivation and ability to process information more deeply, mitigating the reliance on peripheral cues.

Examples of Sentences

• "The advertisement used a well-known athlete to promote the health drink, leveraging the Peripheral Route to Persuasion to influence consumers."
• "During the election, the candidate's charismatic presence and emotional appeal seemed to persuade voters through the peripheral route, rather than detailed policy proposals."

Similar Terms or Synonyms

• Peripheral processing
• Superficial processing

Summary

The Peripheral Route to Persuasion is a key concept in understanding how attitudes can be influenced with minimal cognitive engagement, relying instead on external cues or heuristics. While effective for certain applications like marketing and political campaigning, it poses risks when critical decisions need to be based on substantive information. Recognizing the mechanisms of both the peripheral and central routes to persuasion can help individuals become more discerning consumers of persuasive communications.

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