ELM suggests that there are two types of cues in a persuasive communication: peripheral and central. Peripheral cues are implicit cues embedded in a message. Central cues, on the other hand, are more complex cues in a message that require more cognitive effort from the receiver to evaluate them.
Similarly, what is an example of central route 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.
what is a central 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.
Besides, what is a peripheral cue?
peripheral cue. a factor that is external to the merits of an argument and that can be used to provide a relatively low-effort basis for determining whether an attitude object should be positively or negatively evaluated. See also elaboration-likelihood model; peripheral route to persuasion.
What is central route processing in psychology?
Central Route Processing. The Central Route Processing (also known as Central Route to Persuasion) is a method of persuasion (i.e., a way to persuade others). This method of persuasion works best when the facts presented are strong, the topic is relevant to the listener, and the audience is motivated to listen.
14 Related Question Answers Found
Why does the foot in the door technique work?
The foot-in-the-door technique is when you make a small request that people will say yes to and then make a bigger request. The idea is that because people agree to the first request they will also agree to the second request. For example, a salesperson may request that you sign a petition to promote teaching music.
Which route of persuasion is more effective?
Which route is most effective? Attitude change based in central route processing is longer lasting and more resistant to future persuasion efforts. the idea that when someone gives a persuasive message, the audience automatically engages in active processing, often to the point of ignoring the message.
What are the two main routes of attitude persuasion?
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 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.
What is attitude inoculation?
Attitude inoculation is a technique used to make people immune to attempts to change their attitude by first exposing them to small arguments against their position. It is so named because it works just like medical inoculation, which exposes a person’s body to a weak version of a virus.
What is the sleeper effect in 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.
What is the foot in the door phenomenon in psychology?
The foot-in-the-door technique is when a small request is initially made in order to get a person to later agree to a bigger request. An example of this is when a friend asks to borrow a small amount of money, then later asks to borrow a larger amount.
What are superficial cues?
an association of superficial cues with positive/negative evaluations which allow people to evaluate an object quickly without much thought. Chaiken, 1980. superficial processing. people engaged in heuristic processing can come to like/dislike the attitude object based on simple cues.
What is central route advertisement?
Central Route Persuasion. They are central route persuasion and peripheral route persuasion. When an advertisement is shown, the message shown must be able to attract the person so that the person agrees to change his/her behavior. Different attitudes are formed and changed through it.
What is cognitive elaboration?
Cognitive elaboration is the process of processing information by thinking critically, rehearsal, active learning, and developing schemas.
What does social judgment theory suggest?
Social judgment theory (SJT) is a self-persuasion theory proposed by Carolyn Sherif, Muzafer Sherif, and Carl Hovland, defined by Sherif and Sherif as the perception and evaluation of an idea by comparing it with current attitudes. SJT is the subconscious sorting out of ideas that occurs at the instant of perception.
What is Elm advertising?
The ELM (Elaboration Likelihood Model) is a popular way of looking at how customers are persuaded by type of appeal. The ELM appeals are a great way of looking at how you might want to make your advertising media choices. The Peripheral Route is the emotional processing of information in the Ad.
Why is the elaboration likelihood model important?
The elaboration likelihood model has been an influential and widely-cited theory in psychology, and its key contribution is the idea that people can be persuaded of things in one of two different ways depending on their level of elaboration for a particular topic.
What is the elaboration likelihood model quizlet?
based on the idea that attitudes are important because attitudes guide decisions and other behaviors. While attitudes can result from a number of things, persuasion is a primary source. The model features two routes of persuasive influence: central and peripheral. akin to peer pressure.