Two american professors have added a more scientific view of message and personality. Speakers who talk fast are viewed as less credible than those who talk with occasional hesitation. An individual who is using the central route will be more engaged in processing and evaluating the merit of the opposing parties proposal. This volume provides a clear, straightforward introduction to theory and research in persuasion, leaving instructors free to handpick nontext materials to satisfy ancillary aims. This chapter discusses what factors affect persuasion and how we can most effectively have a positive effect on others. Get the help you need from a therapist near youa free service from psychology today. There is a delayed persuasion of the message content after people forget who said it. The central route processing also known as central route to persuasion is a method of persuasion i. Routes to persuasion california state water resources. Distinguished psychologist richard petty and celebrated social neuroscientist john cacioppo developed the model as a way to show how individuals and businesses use two different persuasion routes in. We have seen that there are two qualitatively different routes to persuasion, which are moderated by a continuum of elaboration likelihood. People are rarely this extrenle in their behavior, of course, so they often will exert some moderate amount of effort in forming. She began it soon after she had finished emma, completing it in august, 1816.
When it comes to advertising techniques there are two types of consumers that are important, they are highly involved consumers and uninvolved consumers. Central route persuasion talks about the duration of the message being shown to a person, the number of times, and the persuasiveness of the message. Persuasion occurs when ones attitudes, beliefs, or decisions are influenced in manner consistent with a message. Influence, by robert cialdini this is the classic book on how to persuade someone without them even noticing. The ad pictures fortinbras raising the sword in battle.
Therere two different ways, or two different routes, to persuasion. Because of its sharper blade, the great dane kills. When do persuaders use of peripheral cues become unethical. The elaboration likely hood model 2 of persuasion uses these two routes of processing to explain how the different ways we process stimuli affect our attitudes. The questions are selected to represent the type of question you should expect on unit exam two. The current work seeks to overturn one of the basic principles of the elm and takes account of new variables in the model that help to explain the online persuasion process more clearly. Spam or selfpromotional the list is spam or selfpromotional.
Check out the new look and enjoy easier access to your favorite features. Citeseerx document details isaac councill, lee giles, pradeep teregowda. In 1986, petty and cacioppo introduced an influential model of persuasion. When the elaboration likelihood is high, people follow the central route to persuasion as they attempt to scrutinize the. Central and peripheral routes to attitude change richard e. Thus, the motivation to process the message will determine the route that it takes. What are the best books about the psychology of persuasion. Social psychology self test for two routes to persuasion.
Central and peripheral routes to advertising effectiveness. This worksheetquiz set has been assembled to assess your knowledge about the central route of persuasions as well as your. Consequences of the route to persuasion springerlink. Known as the elaboration likelihood method elm, it describes two routes of information processing that might occur in a recipient.
His eye is caught by an advertisement for the great. Find books like persuasion from the worlds largest community of readers. The model aims to explain different ways of processing stimuli, why they are used, and their outcomes on attitude change. Elaboration likelihood model elm petty and cacioppos elaboration likelihood model two routes to persuasion involvement and cognitive responses. 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 surfacelevel characteristics rather than the actual content of the message. The combined influence of central and peripheral routes in. California state university routes to persuasion central route to persuasion analytic, high effort, cogent arguments can produce durable, longterm changes in behavior and agreement. Does the corollary illuminate complexities in persuasion or lead to muddy, untestable hypotheses, as critics argue. This edited textbook highlights important and influential views on persuasion and guides students through the important contemporary centers of basic. The central root say that if people are motivated and theyre highly involved, and they have the opportunity and the ability to process marketing messages, then the way to persuade them is. It includes a discussion of research concerning the production of persuasive messages, as well as the more traditional research on the study of message effects.
This method focuses on facts and the content of the message in order to convince the listener, as opposed to relying on peripheral factors like the personality of the speaker, or how the message was delivered. Given the elms assumption that thoughts create persuasion, these factors must therefore influence attitude change. Elements of persuasion who says what by what means to whom. Applying the elaboration likelihood model to design. Elizabeth elliots story, the lady must decide hile, laura, mercys embrace. You can, in fact, expect to see many of these very same questions on that exam. The first psychological concept that is worth discussing is the elaboration likelihood model of persuasion elm, which was developed in the mid 1980s.
Petty and cacioppo 1986a, 1986b state that there are two routes to persuasion. Specifically, we posit that in a context of highinvolvement exposure to advertising e. The central route to persuasion consists of thoughtful consideration of the arguments ideas, content of the message. Persuasion can take one of two paths, and the durability of the end result depends on the path. First, involvement and ability influence the amount of thoughts produced. Persuasion is connected with northanger abbey not only by the fact that the two books were originally bound up in. Novels inspired by jane austens persuasion austenprose. Theres the systematic, or central, route and theres the superficial or peripheral processing route.
Do you think there really are two distinct routes to persuasion, or perhaps just one route that varies in the degree to which it encourages elaboration. While both users will have some level of central route processing. Incorrect book the list contains an incorrect book please specify the title of the book. The audience is active here and they believe what is shown or told. The elaboration likelihood model elm of persuasion is a dual process theory describing the. So much of human interaction consists of persuasive declarations and actions.
This video focuses on petty and cacioppos dualprocess model of persuasion that features central and peripheral route processing. Choose from used and new textbooks or get instant access with etextbooks and digital materials. The central route to persuasion uses facts and information to persuade potential consumers. She died, aged 41, in 1817, but persuasion was not published until 1818. The books homepage helps you explore earths biggest bookstore without ever leaving the comfort of your couch. Low motivation leads to the peripheral route, while high motivation leads to the central route. There are two routes that can be taken in order to effectively interact with both types of consumers, the two routes are the central route and the peripheral route to persuasion. According to theorists, persuasion happens in two ways which are the two routes of persuasion.
A model of persuasion that maintains that there are two different routes of persuasion. I will discuss the two basic routes to persuasion, the elements involved, andways to. I have read other similar books on negotiation bargaining and this one was by far the most accessible and applicable. Persuasion canbe used to accomplish good as well as bad, though, in my paper i willrefrain from making value judgements and only report the factual aspects. According to the elaboration likelihood model of persuasion, there are two main routes that play a role in delivering a persuasive message. Cacioppo the ohio state university university of chicago alan j. Communication and persuasion central and peripheral routes to. In a debate, it is usually advantageous to be the last to present your side of the issue. Its a great place to start because its both foundational, simple, and dense. These results are consistent with the view that there are two relatively distinct routes to. The ad proclaims, 10 reasons why the great dane outperforms its competitors. The central route implies a higher probability of elaboration. Psychological insights and perspectives, second edition brings together leading persuasion researchers who write engagingly and authoritatively on the basics of persuasion theories. The central route and peripheral route to persuasion petty and cacioppo 1981 suggested that there are two different ways or routes to persuasion.
His eye is caught by an advertisement for the great dane sword. Other than the frequent quips against everyone under the age of 35, the author does a good job of translating a lot of persuasionrelated research into something usable, and i greatly enjoyed it and needed it beyond a doubt. One, called the central route, views attitude change as resulting from a persons diligent. These questions are part of a larger data base of questions on modules 15. Persuasion is defined here at its most fundamental. In addition, normative and descriptive models of persuasion are. One, called the central route, views attitude change as resulting from a persons diligent consideration. Inappropriate the list including its title or description facilitates illegal activity, or contains hate speech or ad hominem attacks on a fellow goodreads member or author. The elaboration likelihood model elm of persuasion is a dual process theory describing the change of attitudes.
Two routes to persuasion petty and cacioppo 1986a, 1986b state that there are two routes to persuasion. Learn vocabulary, terms, and more with flashcards, games, and other study tools. This route is much more analytical and is concerned with the actual logistics of the. Here youll find current best sellers in books, new releases in books, deals in books, kindle ebooks, audible audiobooks, and so much more.