Peripheral Route

Definition

The peripheral route refers to a method of persuasion that relies on superficial cues rather than the content of the message itself. This approach is often characterized by factors such as the attractiveness of the source, emotional appeals, or other peripheral cues that can influence attitudes without deep cognitive processing. It plays a crucial role in how individuals can be swayed by persuasive messages when they are not motivated to engage with the arguments presented.

5 Must Know Facts For Your Next Test

1. The peripheral route is most effective when individuals lack motivation or ability to process information deeply, such as when they are distracted or disinterested.
2. Persuasion through the peripheral route often leads to temporary attitude changes that are more susceptible to reversal when confronted with counterarguments.
3. Common peripheral cues include the attractiveness of the speaker, emotional appeals, and endorsements from celebrities or authority figures.
4. Messages delivered through the peripheral route can create quick impressions but may not lead to long-term behavioral changes compared to those processed via the central route.
5. Understanding when to use the peripheral route can help marketers and communicators design strategies that effectively capture attention and influence audiences.

Review Questions

• How does the peripheral route differ from the central route in terms of persuasion effectiveness?
  • The peripheral route differs from the central route mainly in how individuals process persuasive messages. While the central route involves thorough evaluation and critical thinking about the arguments, leading to stronger and more enduring attitude changes, the peripheral route relies on superficial cues like speaker attractiveness or emotional appeal. As a result, attitude changes from the peripheral route tend to be more temporary and susceptible to change when faced with counterarguments.
• Evaluate how emotional appeals can function as a powerful tool in peripheral route persuasion.
  • Emotional appeals serve as a significant tool in peripheral route persuasion because they can capture attention and provoke immediate feelings that influence attitudes. When individuals are emotionally engaged, they may be less inclined to scrutinize the arguments presented and more likely to accept messages based on how they feel rather than on logical reasoning. This highlights how emotions can override cognitive processing and lead to rapid changes in attitude through superficial engagement with the message.
• Assess the implications of using peripheral route persuasion in marketing strategies and its potential effects on consumer behavior.
  • Using peripheral route persuasion in marketing strategies can significantly impact consumer behavior by appealing to emotions or leveraging attractive endorsers to create quick impressions. While this method may effectively attract attention and generate initial interest in a product, it might not result in lasting loyalty or deep understanding of product benefits. Therefore, marketers must balance using peripheral cues with informative content that can engage consumers through the central route for long-term success.

Related terms

Central Route:

A method of persuasion that involves careful and thoughtful consideration of the arguments presented, leading to more stable attitude changes based on the quality of the message.

Cognitive Dissonance: A psychological phenomenon where individuals experience discomfort from holding conflicting beliefs or attitudes, often leading them to change their views to reduce inconsistency.

Elaboration Likelihood Model (ELM): A theory that describes how people process persuasive messages through two different routes: the central route, which involves careful thinking, and the peripheral route, which relies on superficial cues.