What is a central cue?


The central route to persuasion consists of thoughtful consideration of the arguments (ideas, content) of the message. In other words, peripheral cues, like source expertise (credibility) or many arguments in one message, are a short-cut.

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People also ask, 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.

Secondly, what is central route processing? 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.

Considering this, 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.

Which route of persuasion is more effective?

The central processing route is activated when high cognitive involvement is required in a purchase, where methods explaining specifics will be most effective, whereas peripheral processing is more emotion based where clever use of cues can be used in order to help persuade a person to buy a product.

What are the defining characteristics of the central route of persuasion?

According to theorists, persuasion happens in two ways which are the two routes of persuasion. 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. The audience is active here and they believe what is shown or told.

What is the foot in the door phenomenon in psychology?

Foot-In-The-Door Phenomenon. The phenomenon is the tendancy for people to comply with some large request after first agreeing to a small request.

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 are the models of persuasion?

The two most prominent dual process models are the elaboration likelihood model and the heuristic systematic model. They both postulate that persuasion operates via two different modes of information processing. One is more effortful and more deliberate, whereas the other is less resource demanding and less analytical.

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 cognitive elaboration?

Cognitive elaboration is the process of processing information by thinking critically, rehearsal, active learning, and developing schemas.

Why is the elaboration likelihood model important?

The Elaboration Likelihood Model (ELM) explains how persuasion message works in changing the attitude of reader or viewer. It is very much important for corporations and advertisement agencies, in designing their market strategies and understanding the attitudes of peoples.

What does social judgment theory suggest?

Social judgment theory suggests that the way we form opinions and thoughts on certain issues depends on three main factors: our anchor, other alternatives, and ego-involvement. These all mean different things to each of us and makes our viewpoint unique.

What is peripheral route in psychology?

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.

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 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 an example of informational social influence?

An example of normative social influence is peer pressure. You conform to what other people are doing so you can be accepted and avoid social ridicule. Informational social influence is when you conform despite disagreeing with the behavior others are doing.

What is informational social influence in psychology?

Informational Social Influence is where a person conforms to gain knowledge, or because they believe that someone else is ‘right’.

What is normative social influence in psychology?

Normative social influence. It is defined in social psychology as “the influence of other people that leads us to conform in order to be liked and accepted by them.” The power of normative social influence stems from the human identity as a social being, with a need for companionship and association.

When persuasive communications follow the peripheral route they focus on which of the following?

The peripheral route is an indirect route that uses peripheral cues to associate positivity with the message (Petty & Cacioppo, 1986). Instead of focusing on the facts and a product’s quality, the peripheral route relies on association with positive characteristics such as positive emotions and celebrity endorsement.

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.

What is message elaboration?

Elaboration refers to the amount of effort an audience member has to use in order to process and evaluate a message, remember it, and then accept or reject it.