For example, a TV ad that presents laboratory findings to demonstrate the effectiveness of an acne treatment would be using the Central Route to Persuasion, as opposed to one that only uses a celebrity endorser.
What is a good example of central route persuasion?
An anti-smoking campaign that is able to persuade people to quit smoking by showing the statistics of yearly deaths related to smoking and cancer rates in smokers.
What is central and peripheral route processing?
The central route to persuasion uses facts and information to persuade potential consumers. The peripheral route uses positive association with cues such as beauty, fame, and positive emotions.
What is central processing in psychology?
1. the part of a computer that controls and executes operations on data. 2. in models of cognition based on analogies to information processing in a computer, that part of the system that carries out operations on stored representations.
When should you use central route processing?
When should a communicator use the central route to persuade an audience? A theory of persuasion that proposes that persuasive messages can influence attitudes by two different routes, central or peripheral. When motivation and ability to process the message are high, the person will usually take the central route.
What is a central route ad?
The advertisement has shown facts and figures that really show the car to be better than what the person has been using. This is a case of a central route to persuasion. The person has the motivation and an ability to comprehend. So, the person takes action and changes his/her behavior.
Why is the central route of persuasion better?
Under the “central” route, post-communication attitudes are based on a careful and thoughtful consideration of the persuasive arguments contained in the message. Accordingly, post-communication attitudes should become more favorable as the message arguments increase in quality.
What kind of audience would a central route message work best on?
People with high need for cognition prefer the central route. Those motivated to make a good impression are more susceptible to peripheral route cues.
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 route in the elaboration likelihood model?
The central route involves a high level of message elaboration in which a great amount of cognition about the arguments are generated by the individual receiving the message. The results of attitude change will be relatively enduring, resistant, and predictive of behavior.
Which route central or peripheral of persuasion is more effective?
Choosing a Route
An individual must have both motivation and the ability to pay attention, which leads to the central route to persuasion. If one does not have either motivation or the ability to pay attention (it doesn’t have to be both), the peripheral route to persuasion will be used.
What is central route persuasion quizlet?
central route to persuasion. occurs when interested people focus on the arguments and respond with favorable thoughts. peripheral route to persuasion. occurs when people are influenced by incidental cues, such as a speaker’s attractiveness.
What are the three major issues to consider when constructing a message under the central route to influence Chapter 9?
Message Characteristics.Source Characteristics.Context Effects.
What is the sleeper effect in social psychology?
The sleeper effect is a psychological phenomenon that relates to persuasion. It is a delayed increase of the effect of a message that is accompanied by a discounting cue.
