PSYC 1204 Lecture Notes - Lecture 3: American Heart Association, Norm (Social), Cable Television
10 Apr 2016
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People will be persuaded by logical arguments, if they care enough and if they aren"t distracted by other concerns. This mode is called the central route to persuasion. If they are not interested or do not have enough entail energy, people will be persuaded by irrelevant and superficial aspects of the message. This mode is called the peripheral route to persuasion. In the peripheral mode, the goal is to stimulate basic physiological responses, rather than deep and thoughtful insights. When using the central route you must ensure that your arguments are logical and convincing. Then, it is important to have a component of the message that captures people"s attention. It is also important that the message occurs in a situation that doesn"t have other sources of distraction for the audience. (this is why there is such a premium placed on full-page ads in magazines and newspapers. )
