Peripheral Route Processing

Definition

Peripheral route processing refers to a way of thinking about persuasive messages where the receiver is influenced by superficial cues rather than the actual content of the message. This approach often relies on factors like attractiveness, credibility, or emotional appeals, and tends to occur when individuals are not motivated or able to engage deeply with the information presented.

5 Must Know Facts For Your Next Test

1. Peripheral route processing is more likely to occur when the audience lacks motivation or the ability to process complex information.
2. Superficial cues in peripheral processing can include things like the attractiveness of a speaker or flashy visuals rather than strong logical arguments.
3. Messages processed through this route tend to result in temporary attitude changes, which may not be as stable or resistant to counter-persuasion.
4. Emotional appeals are often more effective in peripheral route processing, as they tap into feelings rather than rational analysis.
5. Understanding both peripheral and central routes helps communicators tailor their messages based on the audience's engagement level.

Review Questions

• How does peripheral route processing differ from central route processing in terms of audience engagement and attitude change?
  • Peripheral route processing differs from central route processing primarily in how audiences engage with messages. In peripheral route processing, individuals are influenced by superficial cues like speaker attractiveness or emotional appeal rather than the actual content. This can lead to temporary changes in attitude, as opposed to the deeper, more enduring changes typically seen with central route processing, where individuals critically evaluate arguments and evidence presented.
• Discuss the implications of using peripheral route processing in marketing strategies and advertising campaigns.
  • Using peripheral route processing in marketing and advertising can effectively capture attention when audiences are less likely to engage deeply with the product details. Advertisers might focus on attractive visuals, celebrity endorsements, or emotional stories to create a positive association with their brand. However, this approach also risks creating a less informed consumer base, as decisions may be based on feelings rather than substantive information, potentially leading to dissatisfaction if the product does not meet expectations.
• Evaluate how understanding peripheral route processing can enhance persuasive communication in conflict resolution scenarios.
  • Understanding peripheral route processing can significantly enhance persuasive communication during conflict resolution by enabling negotiators to identify when parties are not fully engaged with detailed arguments. By leveraging emotional appeals or focusing on establishing credibility and trustworthiness, negotiators can influence perceptions and attitudes even when deep engagement isn't possible. This approach allows for creating a more conducive environment for resolution by fostering rapport and reducing defensiveness, ultimately facilitating a more collaborative dialogue.

Related terms

Central Route Processing: A method of persuasion where individuals carefully and thoughtfully consider the arguments presented, leading to lasting attitude change.

Elaboration Likelihood Model: A psychological theory that explains how people can be persuaded through two distinct routes: central and peripheral processing.

Cognitive Dissonance: The mental discomfort experienced when holding two or more contradictory beliefs or values, often leading to an adjustment in attitudes or beliefs.