Peripheral Route to Persuasion

Definition

The peripheral route to persuasion is a method of influencing attitudes and beliefs by appealing to superficial cues and emotions rather than logical arguments or deep processing. It relies on factors such as attractiveness, credibility, and emotional appeals.

Related terms

Attractiveness:

The degree to which an individual or message is seen as physically appealing. This can influence persuasion by capturing attention and creating positive associations.

Credibility: The extent to which a person or source is perceived as trustworthy, knowledgeable, and reliable. Credible sources are more likely to persuade through the peripheral route.

Emotional Appeals: Using emotions like fear, happiness, anger, or sadness in persuasive messages. These appeals aim to elicit emotional responses that can influence attitudes without requiring deep cognitive processing.