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 central route and peripheral route?
The central route to persuasion consists of thoughtful consideration of the arguments (ideas, content) of the message. … 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.
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 the central persuasion route?
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.
Which method of persuasion is the most effective?
One-sided is more effective if the listener already agrees with the speaker’s argument. Two-sided works best if the listener initially disagreed. If the audience is exposed to opposing views, best to use two-sided. Other things being equal, information presented first usually has the most influence.
Which route central or peripheral of persuasion is more effective?
The central route to persuasion works best when the target of persuasion, or the audience, is analytical and willing to engage in processing of the information.
What is peripheral route of persuasion?
the process by which attitudes are formed or changed as a result of using peripheral cues rather than carefully scrutinizing and thinking about the central merits of attitude-relevant information.