Peripheral route

Definition

The peripheral route is a method of persuasion that relies on superficial cues and emotional appeals rather than deep cognitive processing of the content. This route is often utilized when the audience is not motivated to pay close attention or lacks the ability to engage in thoughtful evaluation of the message. As a result, the effectiveness of persuasion through this route typically hinges on factors like the attractiveness of the communicator, the mood elicited by the message, or other environmental cues.

5 Must Know Facts For Your Next Test

1. The peripheral route is most effective when audiences are less involved or uninterested in the topic being presented, as they rely on mental shortcuts rather than thorough analysis.
2. Factors influencing persuasion through the peripheral route include source attractiveness, credibility, and emotional appeals that can create a positive impression.
3. Messages conveyed via the peripheral route tend to lead to temporary attitude changes rather than enduring ones, as they lack strong cognitive support.
4. This approach can often be seen in advertising, where catchy slogans, celebrity endorsements, or visually appealing imagery are used to attract attention.
5. Understanding when to use the peripheral route versus the central route can help communicators tailor their strategies based on audience engagement and context.

Review Questions

• How does the peripheral route differ from the central route in terms of audience engagement and processing of information?
  • The peripheral route differs from the central route primarily in how audiences engage with the message. While the central route involves deep cognitive processing and careful consideration of arguments, leading to more stable attitude changes, the peripheral route relies on superficial cues like attractiveness or emotional appeals when audiences are not motivated to think critically. This means that changes resulting from the peripheral route are often less enduring and more susceptible to further influence.
• Discuss how marketers can effectively utilize the peripheral route in advertising strategies.
  • Marketers can effectively utilize the peripheral route by incorporating elements that capture attention without requiring extensive cognitive engagement. This may include using celebrity endorsements to create an emotional connection, employing catchy jingles that are memorable, or showcasing visually stunning imagery that evokes positive feelings. By appealing to emotions and aesthetics rather than complex arguments, marketers can influence consumer attitudes even among those who may not be deeply engaged with the product or brand.
• Evaluate the implications of relying on the peripheral route for long-term attitude change and behavior modification.
  • Relying on the peripheral route for persuasion can have significant implications for long-term attitude change and behavior modification. While it may yield quick results by appealing to emotions or superficial traits, these changes are often temporary and may not lead to meaningful behavior alterations. Without robust cognitive engagement through strong arguments or evidence, individuals may revert back to their original attitudes once they encounter counterarguments or different cues. Therefore, while useful in certain contexts, over-reliance on this route can hinder sustained persuasion and effective behavior change.

Related terms

Central route: The central route involves careful and thoughtful consideration of the content of a persuasive message, leading to lasting attitude change when the audience is motivated and able to process the information.

Elaboration Likelihood Model (ELM): The Elaboration Likelihood Model is a theory that describes how attitudes are formed and changed through two distinct routes: the central route and the peripheral route, based on the audience's motivation and ability to process information.

Cognitive dissonance: Cognitive dissonance refers to the psychological discomfort experienced when an individual holds two or more contradictory beliefs, values, or attitudes, often leading to a change in one of the conflicting elements to reduce discomfort.