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

La forma en que se puede persuadir a alguien para que cambie su actitud hacia otra persona, idea u objeto depende de una serie de factores clave, incluida la fuente, de quién proviene la información, y el contenido del mensaje.

Por ejemplo, las fuentes confiables, como los expertos con argumentos o pruebas sólidas, suelen ser más persuasivas. Es más probable que las personas compren su comunicación debido a la tríada de confiabilidad, es decir, poseer alguna o todas las siguientes tres características: autoridad de experiencia, honestidad y simpatía.

Sin embargo, las fuentes expertas y la información de alta calidad no solo conducen a una persuasión exitosa.

A veces, las personas están motivadas para prestar mucha atención a un tema y procesar el contenido a un nivel más alto de participación, lo que se conoce como alta elaboración. En este caso, los detalles objetivos, como las estadísticas, pueden ser más persuasivos que la persona que transmite el mensaje.

Otras veces, es posible que las personas no estén motivadas para pensar cuidadosamente en la evidencia, especialmente si el tema parece desconocido o irrelevante. Con tal participación reducida, llamada baja elaboración, el individuo objetivo puede confiar más en impresiones profesionales que en argumentos bien elaborados para la persuasión.

Estos ejemplos ilustran diferentes formas de procesar los estímulos, central y periféricamente, y sus resultados en el cambio de actitud.

Usando la ruta central de persuasión, es más probable que las personas presten atención al contenido específico: son el grupo demográfico relevante que está familiarizado con lo que es importante para ellos. No necesariamente se preocupan por el nombre, la marca o necesitan el respaldo de las celebridades.

Por el contrario, cuando el artículo en cuestión no es particularmente relevante (no están tan familiarizados con el producto ya que están comprando para un amigo), el procesamiento se produce a través de la ruta periférica de la persuasión. El consumidor tenderá a confiar en testimonios calificados y evitará la letra pequeña.

Al final, la persuasión exitosa depende del contexto, como conocer a la audiencia, y los mensajeros pueden aplicar deliberadamente este conocimiento para promocionar favorablemente sus bienes y servicios.

rutas de persuasión

Persuasion is the process of changing our attitude toward something based on some kind of communication. Much of the persuasion we experience comes from outside forces. How do people convince others to change their attitudes, beliefs, and behaviors? What communications do you receive that attempt to persuade you to change your attitudes, beliefs, and behaviors?

Yale Attitude Change Approach

The topic of persuasion has been one of the most extensively researched areas in social psychology (Fiske et al., 2010). During the Second World War, Carl&nbsp;Hovland&nbsp;extensively researched persuasion for the U.S. Army. After the war, Hovland continued his exploration of persuasion at Yale University. Out of this work came a model called the&nbsp;Yale attitude change approach, which describes the conditions under which people tend to change their attitudes. Hovland demonstrated that certain features of the source of a persuasive message, the content of the message, and the characteristics of the audience will influence the persuasiveness of a message (Hovland, Janis, &amp; Kelley, 1953).

Features of the source of the persuasive message include the credibility of the speaker (Hovland &amp; Weiss, 1951) and the physical attractiveness of the speaker (Eagly &amp; Chaiken, 1975; Petty, Wegener, &amp; Fabrigar, 1997). Thus, speakers who are credible, or have expertise on the topic, and who are deemed as trustworthy are more persuasive than less credible speakers. Similarly, more attractive speakers are more persuasive than less attractive speakers. The use of famous actors and athletes to advertise products on television and in print relies on this principle. The immediate and long term impact of the persuasion also depends, however, on the credibility of the messenger (Kumkale &amp; Albarrac&iacute;n, 2004).

Features of the message itself that affect persuasion include subtlety (the quality of being important, but not obvious; Petty &amp; Cacioppo, 1984; Walster &amp; Festinger, 1962); sidedness (that is, having more than one side; Crowley &amp; Hoyer, 1994; Igou &amp; Bless, 2003; Lumsdaine &amp; Janis, 1953); timing (Haugtvedt &amp; Wegener, 1994; Miller &amp; Campbell, 1959), and whether both sides are presented. Messages that are more subtle are more persuasive than direct messages. Arguments that occur first, such as in a debate, are more influential if messages are given back-to-back. However, if there is a delay after the first message, and before the audience needs to make a decision, the last message presented will tend to be more persuasive (Miller &amp; Campbell, 1959).

Features of the audience that affect persuasion are attention (Albarrac&iacute;n &amp; Wyer, 2001; Festinger &amp; Maccoby, 1964), intelligence, self-esteem (Rhodes &amp; Wood, 1992), and age (Krosnick &amp; Alwin, 1989). In order to be persuaded, audience members must be paying attention. People with lower intelligence are more easily persuaded than people with higher intelligence; whereas people with moderate self-esteem are more easily persuaded than people with higher or lower self-esteem (Rhodes &amp; Wood, 1992). Finally, younger adults aged 18&ndash;25 are more persuadable than older adults.

Elaboration Likelihood Model

An especially popular model that describes the dynamics of persuasion is the elaboration likelihood model of persuasion (Petty &amp; Cacioppo, 1984). The&nbsp;elaboration likelihood model&nbsp;considers the variables of the attitude change approach&mdash;that is, features of the source of the persuasive message, contents of the message, and characteristics of the audience are used to determine when attitude change will occur. 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.

The central route is logic driven and uses data and facts to convince people of an argument&rsquo;s worthiness. For example, a car company seeking to persuade you to purchase their model will emphasize the car&rsquo;s safety features and fuel economy. This is a direct route to persuasion that focuses on the quality of the information. In order for the central route of persuasion to be effective in changing attitudes, thoughts, and behaviors, the argument must be strong and, if successful, will result in lasting attitude change.

The central route to persuasion works best when the target of persuasion, or the audience, is analytical and willing to engage in processing of the information. From an advertiser&rsquo;s perspective, what products would be best sold using the central route to persuasion? What audience would most likely be influenced to buy the product? One example is buying a computer. It is likely, for example, that small business owners might be especially influenced by the focus on the computer&rsquo;s quality and features such as processing speed and memory capacity.

The peripheral route is an indirect route that uses peripheral cues to associate positivity with the message (Petty &amp; Cacioppo, 1984). Instead of focusing on the facts and a product&rsquo;s quality, the peripheral route relies on association with positive characteristics such as positive emotions and celebrity endorsement. For example, having a popular athlete advertise athletic shoes is a common method used to encourage young adults to purchase the shoes. This route to attitude change does not require much effort or information processing. This method of persuasion may promote positivity toward the message or product, but it typically results in less permanent attitude or behavior change. The audience does not need to be analytical or motivated to process the message. In fact, a peripheral route to persuasion may not even be noticed by the audience, for example in the strategy of product placement. Product placement refers to putting a product with a clear brand name or brand identity in a TV show or movie to promote the product (Gupta &amp; Lord, 1998). For example, one season of the reality series&nbsp;American Idol&nbsp;prominently showed the panel of judges drinking out of cups that displayed the Coca-Cola logo. What other products would be best sold using the peripheral route to persuasion? Another example is clothing: A retailer may focus on celebrities that are wearing the same style of clothing.

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This&nbsp;text is adapted from <a href="https://cnx.org/contents/Sr8Ev5Og@10.16:MBKbyrYC@13/12-3-Attitudes-and-Persuasion" target="_blank">OpenStax, Psychology. OpenStax CNX.</a>

Rutas de Persuasión

La persuasión es el proceso de cambiar nuestra actitud hacia algo basándonos en algún tipo de comunicación. Gran parte de la persuasión que experimentamos proviene de ...

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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

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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,...

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

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Central and Peripheral Persuasion Paths

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