Peripheral Route Persuasion

Definition

Peripheral Route Persuasion involves changing attitudes based on superficial cues or associations, such as the attractiveness of the person delivering the message or the message's emotional appeal.

Related terms

Heuristic Processing: A type of information processing that involves making decisions based on simple rules-of-thumb (heuristics).

Source Credibility:

The level to which a source of information is seen as trustworthy and knowledgeable.

Affective Influence: A type of social influence where people change their behavior due to emotions, feelings, moods or attitudes.