What are the two routes to persuasion?
According to the elaboration likelihood model of persuasion, there are two main routes that play a role in delivering a persuasive message: central and peripheral.
What is central and peripheral route to persuasion?
The central route to persuasion consists of thoughtful consideration of the arguments (ideas, content) of the message. The peripheral route to persuasion occurs when the listener decides whether to agree with the message based on other cues besides the strength of the arguments or ideas in the message.
Why do you think the peripheral route for persuasion is effective?
Attitudes about objective facts are more influenced by a dissimilar source. If the audience is taking the peripheral route, longer messages tend to be more persuasive than shorter ones. For readers taking the peripheral route, the mere length of the message may be enough to gain their acceptance.
What are two routes of Elm?
The ELM proposes two major routes to persuasion: the central route and the peripheral route. Under the central route, persuasion will likely result from a person’s careful and thoughtful consideration of the true merits of the information presented in support of an advocacy.
What has to happen for a message to be successful along the central route?
For central route processing to occur, your message must be in line with the thinking abilities of your audience. If an individual does not have the mental ability to process your message, they will not be able to critically evaluate it, and are guaranteed to process it through the peripheral route.
How does elaboration chance work?
The elaboration likelihood model explains how people can be persuaded to change their attitudes. When people are invested in a topic and have the time and energy to think over an issue, they’re more likely to be persuaded through the central route.
Why is the central route better?
Central route transformations last longer than that of the peripheral route. There is high-involvement processing in central route whereas low-involvement processing in the peripheral route of persuasion.
What is an example of central route to persuasion?
In this example, the commercial persuaded Jessica to purchase the shoes using the central route to persuasion. The central route to persuasion occurs when a person is persuaded to act based on the arguments or the content of the message.
Which individual is processing an argument on the central route of persuasion?
Central route to persuasion is the style where a persuasive message is sent by a person who has both the ability and the motivation to think carefully about the messages arguments. It’s the information that is central to the true merits of the person being advocated in the message. The infor mean the argument.
What is peripheral route processing?
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.
Which route of persuasion persists longer and exerts a more potent influence on behavior?
Attitudes formed through the central route are stronger, more durable and resistant to contrary information, and more likely to determine how people behavior. These attitudes persist longer and exert a more potent influence on behavior.
What are the three major characteristics of the source affect persuasion?
Three major characteristics of the source affect persuasion: expertise, trustworthiness, and attractiveness. Individuals with high self-esteem are more likely to change their attitudes in response to persuasion than are individuals with low self-esteem.
Which route of persuasion discusses how people can be convinced by things like attractiveness or nonverbal cues?
There are two primary routes to persuasion. 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 are the characteristics of credibility?
Three aspects of credibility: clarity (how easily the article can be understood), accuracy (how well documented the information is), and trustworthiness (how believable the information is).
What are 2 characteristics of credibility?
What are the 3 Characteristics of Credibility?…
- Competence and Expertise.
- Trustworthiness and Character.
- Goodwill.
What are the three components of credibility?
The 3 C’s of Credibility are compassion, confidence, and competence. By making certain your intended audience feels those three come through, you open their minds to actually hearing – and believing – what you have to say.
What are the four components of credibility?
Credibility is made up of Propriety, Competence, Commonality, and Intent.