🥸intro to psychology review

key term - Peripheral Route

Definition

The peripheral route is a process of attitude change that occurs when an individual is exposed to persuasive messages or information, but their attention is focused more on peripheral cues rather than the central merits of the argument. This approach to persuasion relies on heuristics, emotional appeals, and other peripheral factors to influence the individual's attitudes and beliefs.

5 Must Know Facts For Your Next Test

  1. The peripheral route to persuasion is characterized by a lower level of cognitive effort and engagement with the message content, compared to the central route.
  2. Peripheral cues in the persuasion process can include the attractiveness of the source, the use of emotional appeals, the presence of celebrity endorsements, or the use of simple decision rules.
  3. Individuals are more likely to be persuaded via the peripheral route when they have low motivation or ability to process the message carefully, such as when they are distracted or lack the necessary knowledge on the topic.
  4. Attitudes formed through the peripheral route tend to be more temporary and susceptible to change, as they are not based on a deep, thoughtful consideration of the message content.
  5. The peripheral route is often used in advertising and marketing, where persuasive messages aim to influence consumer attitudes and behaviors through the use of peripheral cues rather than in-depth arguments.

Review Questions

  • Explain how the peripheral route to persuasion differs from the central route.
    • The peripheral route to persuasion involves individuals being influenced by peripheral cues, such as the attractiveness of the source or the use of emotional appeals, rather than carefully considering the substantive arguments and merits of the persuasive message. In contrast, the central route to persuasion occurs when individuals are motivated and able to engage in a more thoughtful and effortful processing of the message content. Attitudes formed through the peripheral route tend to be more temporary and susceptible to change, while those formed through the central route are typically more enduring and resistant to change.
  • Describe the role of heuristics in the peripheral route to persuasion.
    • Heuristics, or simple decision-making strategies, play a key role in the peripheral route to persuasion. When individuals are exposed to persuasive messages but have low motivation or ability to process the information carefully, they may rely on heuristics, such as the source's attractiveness or the use of emotional appeals, to form their attitudes. These peripheral cues act as mental shortcuts, allowing individuals to make judgments or form beliefs without engaging in the deeper cognitive processing required by the central route. The use of heuristics in the peripheral route can lead to attitudes that are more easily influenced and less stable over time.
  • Analyze the potential implications of the peripheral route to persuasion for individuals and society.
    • The peripheral route to persuasion can have significant implications for individuals and society. By relying on peripheral cues rather than carefully evaluating the merits of a persuasive message, individuals may form attitudes and beliefs that are not well-grounded in reality. This can lead to the adoption of biases, stereotypes, or misinformation, which can have far-reaching consequences, such as poor decision-making, the spread of false narratives, and the perpetuation of harmful social or political ideologies. Additionally, the ease with which attitudes can be influenced through the peripheral route raises concerns about the potential for manipulation and the erosion of critical thinking skills. Understanding the mechanisms of the peripheral route is crucial for individuals to develop media literacy, cognitive biases awareness, and the ability to engage in more thoughtful, evidence-based decision-making.