Central Route to Persuasion: Definition & Examples

Attitude change is a complex process that can be difficult to achieve. However, the central route to persuasion may allow you to change someone’s mind.

This approach relies on carefully examining and thinking about the information related to your attitude. This blog post will define the central route to persuasion and provide examples of how it can be used!

Related: Communication

What is Central Route to Persuasion? (Definition)

Attitudes are necessary because they guide our behavior. For example, when we encounter a new person, object, or situation, we rely on our attitudes to tell us how to react. Attitudes can be based on personal experience, or other people’s opinions can influence them. Either way, our attitudes play a crucial role in determining our behavior.

The Central Route to Persuasion occurs when attitudes are formed or altered due to carefully monitoring and thinking about the central merits of attitude-relevant information. In other words, we change our attitudes by carefully considering the evidence that is available to us.

This route to persuasion is often slower than the peripheral route, but it is usually more effective in the long run. When we take the time to think about why we have a certain attitude, we are more likely to change our minds if the evidence doesn’t support our original position. The Central Route to Persuasion is how we change our minds when encountering new information that challenges our existing beliefs.

Related: Frist Impression

What is an example of central route persuasion?

There are many examples of central route persuasion talks in the world around us. For instance, consider the example of a television commercial for a new car model. Even if we already have a car, we may be persuaded by the features and benefits of the new model.

This is because the commercial appeals to our Reasoning, or our ability to think logically about the pros and cons of making a purchase. Commercials that rely on emotional appeals, on the other hand, are more likely to be effective with people who are not as interested in thinking critically about their choices.

In other words, central route processing relies on our capacity for reason, while emotional Appeals can be more effective with people who tend to make decisions based on their feelings. Ultimately, it is up to each individual to decide which type of persuasion is more effective for them.

Related: Types of Commercials

What is the peripheral route?

The peripheral route persuasion is an indirect way of persuasion that uses peripheral cues unrelated to the message itself. Instead of focusing on the quality of the product, the peripheral route relies on emotional appeal and attractive displays. For example, a perfume ad might show a beautiful model in a luxurious setting rather than trying to explain why the perfume is high quality.

The idea is that by seeing the model, people will associate positive feelings with the product and be more likely to buy it. Another example might be an ad that features a celebrity endorsement. The celebrity’s name and face indicate that the product is good, even if people don’t know anything else. The peripheral route can be an effective persuasion, but it should not be used all the time because it can make messages seem superficial. Instead, using a mix of both direct and indirect routes is usually the most effective.

Related: Marketing

What is the central route in the elaboration likelihood model?

Elaboration occurs when a person thinks carefully about the message and its implications. In general, people who elaborately process a message are more likely to change their attitudes and behavior in line with the message than those who do not. The central route to persuasion, also known as the high-involvement route, is the most effective way to generate attitude and behavior change. When people think carefully about the arguments in a message, they are more likely to be persuaded by it.

Additionally, the effects of persuasion via the central route involves being more enduring than those produced by other routes. Because central route processing requires effortful thought, it is more likely to result in attitude and behavior changes that are resistant to counterarguing and less likely to be undone by later information.

Finally, attitude changes that result from central processing are better predictors of future behavior than those generated by other routes. Consequently, if you want your message to produce long-lasting attitude and behavior changes, it is best to encourage central route processing.

What is a central route advertisement?

A central route advertisement works to persuade people by getting them to think about the positive emotions associated with using the product. The central route advertisement is effective when people are willing to invest the time needed to process the message. When viewers see a central route advertisement, they understand that the advertiser is trying to get them to buy something. If they believe that the product will make them happy, they are more likely to be persuaded by the ad.

One of the advantages of using a central route advertisement is that it can be very effective in getting people to change their minds about a product. People who see a central route advertisement are more likely to remember the message and be influenced by it than those who see an ad that uses a different persuasion technique. Central route advertisements are also more likely to persuade people to try a new product or service.

Related: Difference Between Marketing and Advertising

What are the two primary routes to attitude change?

There are two primary routes to attitude change: central and peripheral. The central route to persuasion relies on the message itself to change someone’s attitude. This usually occurs when the person is interested in the topic, can think critically about the issue, and is motivated to conclude. An example of this would be reading a research article about the effects of a new medication.

The central route to persuasion is more likely to result in a lasting attitude change because it requires active thinking and engagement with the issue. The peripheral route to persuasion, on the other hand, relies on cues that are not related to the message itself. These cues can include the speaker’s tone of voice, appearance, or association with other people or ideas. An example of this would be watching a political ad that features an endorsement from a celebrity.

While peripheral cues can effectively get someone’s attention, they are less likely to result in a lasting attitude change because they do not require active engagement with the issue at hand.

Final Thoughts

The central route to persuasion is a careful, thoughtful process that can help you change someone’s mind. By taking the time to carefully examine and think about the information related to your attitude, you may be able to shift someone’s opinion in your favor.

Have you tried using this approach before? What results did you see? Let us know in the comments below!