Name: central and peripheral persuasion paths
Uploaded: 2020-02-12T11:07:44.000Z
Duration: 2 min 20 s
Channel: JoVE

K12 Standards

Texas Essential Knowledge and Skills

High School

Specialised Topic in Science

112.51.c.3.

112.51.c.3.C.

Routes of Persuasion

一个人如何被说服去改变其对另一个人、观点或事物的态度，取决于若干关键因素，包括信息的来源——即信息由谁提供——以及信息的内容。

例如，可信的来源， 像具有充分论据的专家一样 证据通常更具说服力。人们更倾向于接受包含证据的沟通内容，因为 三联征 可信度——具备以下三种特质中的一种或全部：专业权威性、诚实性以及亲和力。

然而，权威来源和高质量信息并不一定能够实现有效的说服。

有时，个体会有动力对某个主题给予密切关注，并以更高的参与度处理信息内容，这被称为高程度精细加工。在这种情况下，客观细节（例如统计数据）可能比传递信息的人更具说服力。

有时，人们可能缺乏动力去仔细思考证据，尤其是当主题看起来陌生或无关紧要时。在这种被称为低度精细加工的参与度较低的情况下，目标个体可能会更多地依赖专业印象，而非严谨的论点来说服自己。

这些示例说明了刺激信息的中枢和外周加工方式及其对态度改变的影响。

采用中心说服路径时，人们更倾向于关注信息的具体内容：他们是熟悉自身重要需求的相关受众群体。他们不一定在意品牌名称，也不需要名人代言。

相反，当所讨论的物品并非特别相关时——例如他们并不熟悉该产品，因为是为朋友购物——信息处理会通过说服的外周路径进行。消费者往往依赖权威的推荐，而忽略详细条款。

最终，成功的说服取决于具体情境，例如了解受众，而传播者可以有意识地运用这一知识，以有利的方式推广其产品和服务。

说服的路径

说服是指基于某种交流而改变我们对某事物态度的过程。我们所经历的许多说服都来自外部力量。人们如何说服他人改变其态度、信念和行为？你接收到的哪些信息试图说服你改变自己的态度、信念和行为？

耶鲁态度转变方法

说服这一主题是社会心理学中研究最为广泛的领域之一（Fiske 等., 2010）。第二次世界大战期间，卡尔&nbsp;Hovland&nbsp;为美国陆军开展了大量关于说服的研究。战后，Hovland 在耶鲁大学继续深入探索说服现象。这些研究催生了一个被称为&nbsp;耶鲁态度改变模型的理论框架，该模型描述了人们倾向于改变其态度的条件。Hovland 证明，说服性信息的来源特征、信息内容以及受众的特点均会影响信息的说服力（Hovland, Janis, &amp; Kelley, 1953）。

说服性信息来源的特征包括说话者的可信度（Hovland & Weiss, 1951）以及说话者的外貌吸引力（Eagly & Chaiken, 1975；Petty, Wegener, & Fabrigar, 1997）。因此，那些具有较高可信度、在相关主题上具备专业知识且被认为值得信赖的说话者，比可信度较低的说话者更具说服力。同样，外貌更具吸引力的说话者也比吸引力较低的说话者更具说服力。电视和印刷广告中使用著名演员和运动员正是基于这一原理。然而，说服的即时效果和长期影响也取决于信息传递者的可信度（Kumkale & Albarracín, 2004）。

影响说服力的信息本身特征包括隐晦性（指重要但不明显的特点；Petty & Cacioppo, 1984；Walster & Festinger, 1962）；立场面数（即具有多个立场；Crowley & Hoyer, 1994；Igou & Bless, 2003；Lumsdaine & Janis, 1953）；呈现时机（Haugtvedt & Wegener, 1994；Miller & Campbell, 1959），以及是否同时呈现正反两方面观点。相较于直接表达的信息，隐晦程度更高的信息更具说服力。在连续呈现信息的情况下，首先提出的论点（例如在辩论中）更具影响力。然而，若在第一条信息呈现后存在时间延迟，且在受众需要做出决策之前才呈现后续信息，则最后呈现的信息往往更具说服力（Miller & Campbell, 1959）。

影响说服效果的受众特征包括注意力（Albarracín & Wyer, 2001；Festinger & Maccoby, 1964）、智力、自尊（Rhodes & Wood, 1992）以及年龄（Krosnick & Alwin, 1989）。要实现说服，受众必须处于注意力集中状态。智力较低的人比智力较高的人更容易被说服；而自尊水平中等的人比自尊过高或过低的人更容易被说服（Rhodes & Wood, 1992）。最后，18–25岁的年轻成年人比年长的成年人更具可说服性。

精细可能性模型

一个特别流行的描述说服动态的模型是说服的精细加工可能性模型（Petty & Cacioppo, 1984）。&nbsp;精细加工可能性模型&nbsp;考虑了态度改变途径中的各种变量，即信息源的特征、说服性信息的内容以及受众的特点，用以判断态度改变何时会发生。根据说服的精细加工可能性模型，存在两条主要路径在传递说服性信息中发挥作用：中心路径和外周路径。

中心路径由逻辑驱动，利用数据和事实来说服人们相信某一论点的价值。例如，一家汽车公司若希望说服您购买其车型，会强调该车的安全性能和燃油经济性。这是一种直接的说服路径，关注的是信息的质量。为了使中心路径的说服作用在改变态度、思维和行为方面有效，论点必须具有说服力；如果成功，将导致持久的态度转变。

中心说服路径在说服目标（即受众）具有分析能力并愿意对信息进行深入处理时效果最佳。从广告商的角度来看，哪些产品最适合通过中心说服路径进行销售？哪类受众最有可能因此受到影响而购买产品？一个例子是购买计算机。例如，小企业主可能尤其容易受到计算机质量及其性能特征（如处理速度和内存容量）的影响。

边缘路径是一种间接路径，通过边缘线索将积极情感与信息相关联（Petty & Cacioppo, 1984）。该路径并不关注事实或产品的质量，而是依赖于与积极特征的关联，例如正面情绪和名人代言。例如，邀请知名运动员代言运动鞋是鼓励年轻人购买该产品的一种常见方法。这种态度改变的路径不需要太多努力或信息加工。这种说服方式可能促进受众对信息或产品产生积极态度，但通常导致较短暂的态度或行为改变。受众无需具备分析能力或主动处理信息的动机。事实上，边缘说服路径甚至可能未被受众察觉，例如在产品植入策略中。产品植入是指在电视节目或电影中展示带有明显品牌名称或品牌标识的产品，以推广该产品（Gupta & Lord, 1998）。例如，在真人秀系列节目&nbsp;American Idol&nbsp;的某一季中，评委们明显使用印有可口可乐标志的杯子饮水。还有哪些产品最适合通过边缘路径进行销售？另一个例子是服装：零售商可能会强调有哪些名人正在穿着同款式的服装。

&nbsp;

这&nbsp;改编自 <a href="https://cnx.org/contents/Sr8Ev5Og@10.16:MBKbyrYC@13/12-3-Attitudes-and-Persuasion" target="_blank">OpenStax，《心理学》。OpenStax CNX。</a>

说服是指基于某种交流而改变我们对某一事物态度的过程。我们所经历的许多说服来自于……

Education

教育

JoVE Core

Social Psychology

社会心理学

Foundations of Social Psychology

社会心理学基础

Attitudes and Persuasion

态度与说服

KEY TERMS AND CONCEPTS

关键术语与概念

说服途径

central and peripheral persuasion paths

Persuasion changes attitudes, beliefs, and behaviors through communication. People often meet persuasion from outside sources in everyday life. The topic has been studied closely in social psychology, especially through Carl Hovland’s work during World War II and later at Yale University. His work led to the Yale attitude change approach, which explains when people are likely to change their attitudes.

The Yale attitude change approach shows that persuasion depends on the source, the message, and the audience. A speaker’s credibility matters because experts and trustworthy people are usually more persuasive. Physical attractiveness can also increase persuasion, which is why ads often use famous actors and athletes. The effect can differ in the short term and the long term, and the messenger’s credibility helps shape both.

Message features also affect how persuasive a message is. Subtle messages are often more persuasive than direct ones. Sidedness matters too, which means whether one side or both sides of an issue are presented. Timing can matter as well. In debates, the first message may matter more when messages come one after another, but after a delay the last message often becomes more persuasive.

Audience traits shape persuasion too. People must pay attention before they can be persuaded. Intelligence, self-esteem, and age also play a role. People with lower intelligence are often easier to persuade than people with higher intelligence. People with moderate self-esteem are often more persuadable than people with very high or very low self-esteem. Younger adults ages 18 to 25 are also more persuadable than older adults.

The elaboration likelihood model of persuasion explains two main routes for attitude change: central and peripheral. The central route is logic driven and uses facts and data to support an argument. It works best when the message is strong and the audience is analytical and willing to think through the information. A car ad that focuses on safety features and fuel economy is one example, and a computer ad aimed at small business owners may stress processing speed and memory capacity.

The peripheral route uses indirect cues instead of detailed facts. It links the message to positive feelings, such as through celebrity endorsement or attractive images. A popular athlete advertising athletic shoes is a common example. This route requires less effort and less information processing, so the audience does not need to be especially analytical or motivated. It can create positive feelings toward a product, but the change is usually less lasting. Product placement also uses this route by putting a clear brand name in a TV show or movie, such as Coca-Cola cups shown on American Idol judges. Clothing ads may also use celebrities wearing the same style.

Central and Peripheral Persuasion Paths

attitudes

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cognitive dissonance

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Cognitive dissonance is psychological discomfort that happens when a person holds two or more inconsistent thoughts, beliefs, attitudes, or behaviors. Social psychologists note that this conflict is especially likely to matter when it threatens a person's positive self-image. People often want to feel good about themselves, and a threat to self-esteem can shape what they do and what they believe. Psychologist Leon Festinger defined cognitive dissonance in 1957. His theory says that when...

routes of persuasion

Persuasion changes attitudes, beliefs, and behaviors through communication. People often meet persuasion from outside sources in everyday life. The topic has been studied closely in social psychology, especially through Carl Hovland’s work during World War II and later at Yale University. His work led to the Yale attitude change approach, which explains when people are likely to change their attitudes. The Yale attitude change approach shows that persuasion depends on the source, the message,...

persuasion strategies

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social proof

Social Proof in Everyday Choices

Social proof is a persuasion tactic that shapes everyday choices through comparison and conformity. People often look at what others are doing and adjust their own actions to match the group. This response can happen quickly, especially when a behavior seems popular or widely accepted. A clear example comes from television laugh tracks. Fullery and Skeffington (1974) found that adding group laughter to material made people rate it as funnier, even when the content was not actually funny. In...

key terms and concepts

Learn how persuasion works through source, message, and audience factors, plus the central and peripheral routes used in ads and everyday influence.

Central and Peripheral Persuasion Paths | JoVE K12

JoVE Core Social Psychology offers a comprehensive learning experience on the principles of social behavior through concise, animated video lessons. The series explores key topics such as self-concept, social cognition, group dynamics, stereotypes, and relationships. It provides a structured foundation for understanding human behavior in social situations. Students gain insights into how individuals think, feel, and behave in social contexts while examining the psychological processes that influence interactions and judgments. By integrating theory with real-world applications, these lessons offer a clear and engaging approach to mastering essential concepts in social psychology.

social psychology

JoVE Core 社会心理学将我们社会生活的基础带入到现实生活当中。我们会通过 66 节简单明了且通俗易懂的动画视频课程，向您解释该领域的主要概念。此外，在另外 25 个科学家行动视频中，我们演示了在实验室中进行的经典和原始研究实验。

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Central and Peripheral Persuasion Paths

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