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Persuasion

Routes of a Persuasive Message

Myers (2008) mentions two routes a persuasive message can take to be effective, the central and the peripheral route.

Central Route: This route implies the audience or receiver of the message is attentive to the message and readily evaluates the pros and cons of the message.

 For example, you need to replace your old car that is no longer drivable. Although you prefer purchasing a fuel-efficient machine, you also want the new car to fit your personality and be of your preferred color.

 When you go to an automobile dealer, the salesperson informs you they have a wonderful, low mileage used vehicle giving 33 miles per gallon. However, the car is not of your preferred color. You look at the good price and weigh the deal versus getting the color you wanted. You eventually choose to go with the car that the salesperson offered.

Peripheral Route: This route implies the audience is influenced by superficial clues rather than paying attention to the message.

For example, you are invited to the fifteenth anniversary of your local car dealer. You attend the anniversary party but do not plan to buy a car. While eating your third bratwurst you realize that you won a 24-inch television in the lucky draw organized and would also get a 25 percent discount off the list price on any of the used vehicle you buy from the dealer.

While being congratulated by everyone you feel happy and lucky to have won. You think, “This was such a great day, and they were so nice with the food, and I also won the television. I guess I should think about replacing my old car. I think it would be good idea to buy a car from this dealer.”

Myers, D. (2008). Social psychology (9th ed). Boston: McGraw-Hill.

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