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.
Analogy
Think of this like buying a product because your favorite celebrity endorsed it. You're not really considering the quality or features of the product itself, but are swayed by external factors.
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.
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