Deutsch: Der periphere Weg / Español: La ruta periférica / Português: A rota periférica / Français: La voie périphérique / Italian: La via periferica
The peripheral route is a concept in psychology, particularly within the framework of the Elaboration Likelihood Model (ELM) of persuasion. This model, developed by Richard E. Petty and John Cacioppo in the 1980s, explains how people are persuaded to change their attitudes or behaviours. The peripheral route refers to the process of persuasion that occurs when an individual is influenced by superficial cues or peripheral factors rather than the content or quality of the arguments themselves.
Description
The peripheral route of persuasion is characterized by a focus on cues that are not directly related to the substantive arguments of a message. These cues can include the attractiveness or credibility of the speaker, the emotional appeal of the message, or the sheer number of arguments presented rather than their quality. When people take the peripheral route, they engage in less cognitive processing and are more likely to rely on heuristics—mental shortcuts or rules of thumb—rather than critically evaluating the arguments.
The Elaboration Likelihood Model posits two primary routes to persuasion: the central route and the peripheral route.
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Central Route: This involves careful and thoughtful consideration of the arguments presented in a message. When people use this route, they are motivated and able to process information deeply, leading to attitudes that are more resistant to change and more predictive of behaviour.
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Peripheral Route: In contrast, the peripheral route involves less scrutiny of the arguments and more reliance on superficial cues. This route is often taken when individuals are less motivated, less interested, or unable to process the information in detail. Attitudes formed through the peripheral route are generally weaker, more susceptible to change, and less predictive of behaviour.
Factors that can influence someone to take the peripheral route include:
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Source Attractiveness or Credibility: People may be more persuaded by a message delivered by someone who is physically attractive or perceived as an expert, regardless of the actual content.
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Message Length: A longer message might be perceived as more convincing simply because of its length, even if the additional content does not add substantive value.
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Emotional Appeals: Messages that evoke strong emotions, such as fear, happiness, or sadness, can persuade people without the need for logical reasoning.
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Social Proof: Seeing that others agree with a message or that it is widely accepted can also influence people through the peripheral route.
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Repetition: Hearing a message multiple times can increase its persuasiveness through mere exposure, rather than through a detailed analysis of its merits.
Application Areas
The peripheral route is commonly applied in various fields where persuasion is key:
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Advertising and Marketing: Advertisers often use celebrity endorsements, attractive visuals, and emotional appeals to influence consumers through the peripheral route, knowing that many purchase decisions are made quickly and with minimal cognitive effort.
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Political Campaigns: Politicians might use slogans, sound bites, or emotional appeals to sway voters who are not deeply engaged with the policy details.
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Public Health Campaigns: Campaigns designed to change health behaviours may use fear appeals (e.g., graphic images on cigarette packs) to persuade individuals who are not motivated to engage with detailed health information.
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Social Media: The brevity and rapid consumption of content on social media platforms make the peripheral route a common pathway for persuasion, where likes, shares, and influencer endorsements carry significant weight.
Well-Known Examples
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Celebrity Endorsements: A company might use a popular celebrity to endorse a product, relying on the celebrity's attractiveness or status rather than the product's features to persuade consumers.
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Political Slogans: Short, catchy slogans like "Make America Great Again" are designed to evoke an emotional response and are often more persuasive than detailed policy discussions.
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Repetition in Advertising: Commercials that repeat the same message or jingle multiple times rely on the peripheral route to increase familiarity and likeability, influencing consumer behaviour without deep processing.
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Fear Appeals in Health Campaigns: Anti-smoking ads that use shocking images of the effects of smoking engage viewers on an emotional level, persuading them through fear rather than detailed health information.
Treatment and Risks
While the peripheral route can be effective in certain contexts, there are potential risks and limitations:
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Short-Lived Attitudes: Attitudes formed through the peripheral route tend to be less stable and more easily swayed by subsequent messages or cues, making them less effective for long-term behaviour change.
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Manipulation: The use of superficial or emotionally charged cues can lead to manipulation, where individuals are persuaded to adopt attitudes or behaviours that may not align with their true interests or values.
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Overreliance on Heuristics: When people consistently use the peripheral route, they may develop a habit of making decisions based on heuristics rather than critical thinking, leading to less informed or rational choices.
Similar Terms
- Heuristic Processing: The use of mental shortcuts or rules of thumb to make quick judgments without engaging in detailed analysis.
- Affective Persuasion: Persuasion that relies on emotional appeals rather than logical arguments.
- Peripheral Cues: Elements of a message or situation that influence attitudes without involving the central argument, such as source attractiveness, message length, or emotional appeal.
Summary
The peripheral route in psychology is a pathway to persuasion that relies on superficial cues and emotional appeals rather than detailed cognitive processing. It contrasts with the central route, where individuals engage deeply with the content of the message. The peripheral route is often used in advertising, political campaigns, and social media to influence attitudes quickly and with minimal effort. While effective in certain situations, this route can lead to less stable attitudes and increased susceptibility to manipulation.
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