Peripheral route processing

Definition

Peripheral route processing is a way of persuading someone that relies on superficial cues rather than the actual content of the message. This method often involves emotional appeals, endorsements by attractive or credible figures, and other non-content-related factors that influence an audience's attitude without deep engagement. It's commonly contrasted with central route processing, where individuals thoughtfully consider the arguments presented.

5 Must Know Facts For Your Next Test

1. Peripheral route processing typically occurs when individuals are not motivated to think deeply about a message or lack the ability to process it critically.
2. This type of processing can lead to temporary attitude changes, as the influences are often surface-level and may not hold up over time.
3. Factors like mood, attractiveness of the source, and other external cues can heavily influence peripheral route processing, making it more about emotional responses than logical reasoning.
4. In advertising, companies frequently use peripheral cues like celebrity endorsements or catchy jingles to sway consumers without deep engagement with the product's benefits.
5. When using peripheral route processing, people are more likely to be influenced by heuristics, which are mental shortcuts that help make decisions quickly.

Review Questions

• How does peripheral route processing differ from central route processing in terms of audience engagement and attitude change?
  • Peripheral route processing differs from central route processing primarily in how audiences engage with persuasive messages. While central route processing involves thoughtful consideration and deep engagement with the content, peripheral route processing relies on superficial cues like emotions or source attractiveness. As a result, attitude changes through peripheral route processing tend to be less stable and more susceptible to future influence compared to those resulting from central route processing.
• Evaluate the effectiveness of using peripheral route processing in marketing strategies. What are some potential downsides?
  • Using peripheral route processing in marketing can be effective for quickly grabbing attention and creating immediate interest through emotional appeals or attractive spokespeople. However, the downside is that these attitudes may not be long-lasting since they lack strong content backing. If consumers feel misled when they eventually engage with the product more deeply, this can lead to negative brand perception and distrust, undermining future marketing efforts.
• Analyze the implications of relying on peripheral route processing for persuasion in social movements or public policy advocacy. How might this affect overall societal change?
  • Relying on peripheral route processing for persuasion in social movements or public policy advocacy can lead to quick mobilization and support, as emotionally charged messages resonate well with audiences. However, this approach risks creating shallow understanding among supporters who may not grasp the underlying issues fully. In the long term, if societal change is based on superficial engagement rather than informed discourse, it can hinder sustainable progress and lead to backlash when faced with complex realities that require deeper comprehension and commitment.

Related terms

Central route processing: A method of persuasion that involves careful and thoughtful consideration of the content of a message, leading to more lasting attitude change.

Elaboration likelihood model: A psychological theory that explains how people process persuasive messages through two different routes: central and peripheral.

Cognitive dissonance: A psychological phenomenon where a person experiences discomfort from holding conflicting beliefs or attitudes, often leading to a change in attitude or behavior.