Central route are postulated to be relatively enduring and predictive of behavior ( cialdini, petty, and cacioppo 1981 petty and cacioppo 1980) a second group of theoretical approaches to persuasion emphasizes a more peripheral route to attitude change attitude changes that occur via the peripheral route do not. Results show that there were fewer opinion changes in the chat condition ( subsequent to the introduction of the persuasive message) than in the face-to- face condition according to petty and cacioppo's elaboration likelihood model ( 1986), we argue that discussion via computer could possibly activate the central route. Central vs peripheral processing route elaboration likelihood model the central and peripheral route come from the elm, which is a model that tells us when people should be particularly likely to elaborate or not elaborate on persuasive message each route offers effective persuasive techniques but. 1 principles of behavior change wesley schultz, phd california state university routes to persuasion ▫ central route to persuasion ▫ analytic, high effort, cogent arguments ▫ can produce durable, long-term changes in behavior and agreement ▫ peripheral route to persuasion ▫ intuitive, low effort. Examined individual differences in intrinsic motivation to engage in effortful cognitive endeavors in 2 experiments involving 293 undergraduates results of exp i indicate that ss high in need for cognition were more likely to think about and elaborate cognitively on issue-relevant information when forming attitudes than were. Contributors: richard petty & luke hinsenkamp edited by: fathali m moghaddam book title: the sage encyclopedia of political behavior chapter title: routes to persuasion, central and peripheral pub date: 2017 access date: june 6, 2017 publishing company: sage publications, inc city: thousand oaks. 21 central and peripheral routes to persuasion persuasive communication aims to explain how consumers process and elaborate on persuasive messages to form their attitudes, positive or negative, toward an object or entity the elm specifically considers two different routes by which individuals.
The peripheral route to persuasion is one of the two factors in the elaboration likelihood model which consists of two different routes: central route processing ( hyperlink) and peripheral the peripheral route to persuasion consists of a person's association with positive or negative qualities in the stimulus that isn't related to. The combined influence of central and peripheral routes in the online persuasion process rebeca sanjosé-cabezudo, phd, ana m gutiérrez- arranz, phd, and jesús gutiérrez-cillán, phd abstract the elaboration likelihood model (elm) is one of the most widely used psychological theories in academic literature. An influential model of persuasion was introduced in 1986 by petty and cacioppo known as the elaboration likelihood method (elm), it describes two routes of information processing that might occur in a recipient: the central route and the peripheral route it assumes that an individual's ability to process messages and. Persuasion: the central route and peripheral route persuasion is a topic in social psychology people may be persuaded in different ways in this article, i provide information about two different ways of being persuaded before providing information on these ways of being persuaded, i will define persuasion what is.
According to richard petty and john cacioppo, there are two methods in which individuals can be persuaded they are the central route to persuasion and peripheral route to persuasion central route to persuasion occurs when a person is persuaded by the content of the message peripheral route to persuasion occurs. The model was made by richard e petty and john t cacioppo in 1980s elaboration likelihood model has two routes that can be taken to persuade people these are known as two routes of persuasion they are central route persuasion and peripheral route persuasion a group of colorful people are.
The terms stem from petty and cacioppo's elaboration likelihood model of persuasion (eg, 1984, 1986) they posit that persuasion can go via two different routes, depending on whether people have the motivation and the ability to give the persuasive arguments much thought petty and cacioppo (1984, p 70) on the. The elaboration likelihood model (elm) proposes two routes to persuasion – the central route (persuasion occurs via information) and the peripheral route ( persuasion occurs via visual cues, attractive actors and other source characteristics) the central route is typically used for high-involvement decisions and the.
The theory breaks these areas into two persuasion routes: the central route and the peripheral route in the central route to persuasion, there is a good deal of issue-related thinking in which the receiver takes the time to carefully consider the content of the message causing a favorable attitude to form (petty & cacioppo ,. With this in mind, we examined the extent to which the presidential and vice presidential candidates utilized the theoretically grounded strategies of persuasion put forth by petty & cacioppo (1984) their research discriminates between two distinct paths to persuasion, namely the central route and the peripheral route.
Video created by university of amsterdam for the course introduction to communication science the linear effect-oriented approach is discussed and how it developed in the twentieth century evolving from a belief in all-powerful effects after. This exploratory study aimed to qualitatively explore the effect of advertising appeals used by the south african revenue service (sars), with particular focus on the elaborative likelihood model (elm) and the extent to which sars follows the central or peripheral route of persuasion the literature concerning the model. Important consequences of the route to persuasion: attitudes formed or changed via the central route will show greater temporal persistence, resistance to counterpropaganda, and prediction of behavior than attitudes formed or changed via the peripheral route in chapter 1 we provided the justification for this postulate.